How to work with analyses

Dashboard

Overview of your portfolio

Each brand is shown as a card with the number of analyses and the date of the most recent run. Competitors are clearly marked and displayed alongside the brand they were analysed against.

Click on a brand to expand it and view all your analysis versions – with score, score level and direct links to the full analysis or to the actions for that version.

This is also where you start a new analysis, via the button in the top right corner.

Brand analysis

15 sections in depth

When you open an analysis, you see the 15 sections in the left sidebar – each with its own score. Click through the sections to read the full analysis, or stick to the scores for a quick overview of strengths and weaknesses.

Each section contains a thorough review: what the analysis shows, and why the score looks the way it does.

Comparison

Side by side

Here you place your analyses side by side – your own brands against each other, against competitors you have analysed, or two versions of the same brand to see exactly what has changed since last time. This is not the same as Development, which shows the long movement over time. Comparison is about understanding a specific difference: what has shifted, and in which direction.

Understand what the difference means

When two brands are selected, you can generate an interpretation of the most significant differences – what separates them, and what it indicates. The interpretation is saved along with the comparison.

Exploit the difference

When two analyses are compared, the system can assess whether the differences represent a concrete opportunity. You will then have the option to generate a supplementary set of actions specifically addressing the competitive space.

Add your own notes

On each section in the comparison you can write a free note – your assessment, internal context, or something the analysis could not know. Notes are saved and included in the report, making them useful for others as well. They also feed into future recommendation runs: the system uses them to avoid suggesting things you have already done, and to build on what appears to have worked.

Development

Movement over time

Development shows your brand over time – how scores have moved from analysis to analysis. This is where the work becomes visible: when a recommendation has been acted upon, and a new analysis confirms that it has made a difference.

Brands do not change from day to day. But over months and quarters a picture emerges – and that picture is the strongest argument for continuing.

Read the direction, not just the numbers

With a minimum of 5 analyses you can generate an interpretation of the movement – which sections have shifted the most, and what the direction indicates. The interpretation is saved along with the development view.

BrandCheck

Is this on-brand?

Where the four pages above measure the brand as a whole, BrandCheck evaluates one specific piece of material – a text, a link, an image, a PDF or a Word document – against your brand identity. You can also pick something from the material archive, which reuses what has already been read.

You get two scores: consistency (does the material express your brand?) and differentiation (does it make you stand out?), each with concrete evidence. You choose whether it is assessed against your current brand analysis or your desired position from the Finders. For material with both text and image, you decide whether to assess the text, the visual, or both.

BrandCheck is not a visual-identity check of colours and logo. It measures how strongly the material expresses the brand's personality. Every check is saved with a title, source and result under "My results", so you can return to it. If the material is text, you can send it on to BrandWriter and have it optimized. You can also get concrete recommendations to improve the material.

The two scores each draw on a different part of your brand analysis:

Score scale

How to read the score

Every score in brandvju runs from 0 to 100 and translates into five levels, each with its own colour. The same scale is used everywhere – in section scores, in comparisons, in the development curve and in BrandCheck – so a colour always means the same thing. On the BrandRose the levels are shown without colour, because the petals already carry their own colours.

The score is built from 15 sections, each assessed against structured criteria from 0 to 10. The overall brand score is an average of the selected strength fields. The assessment follows an expert model calibrated against international brand standards.

Two analyses of the same brand – one in Danish, one in English – may differ marginally in score. This is not due to different criteria, as the scale and the yardstick are the same, but because web search and linguistic calibration can vary slightly across languages. A small step in the development curve when you switch language is therefore normal, and not a sign of a real change in the brand.

This is not limited to language: two analyses run close together – even in the same language – can also show small fluctuations. Web search picks up a slightly different snapshot each time, and the context the analysis builds on can vary marginally. A shift of a few points is normal – look for the overall direction rather than the individual number.