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. The analysis builds on more than the website alone: it fetches search behaviour (what people google about the brand), search results, available press coverage and your YouTube channel by itself, and every run openly declares in "The analysis’s data foundation" what it built on. Reports can be saved as PDF, as editable PowerPoint (the slide format) or as Word (the A4 format), ready for your own presentations.

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 index is an average of the section scores for sections 1-12, each of which builds on the section's strength fields, and which together cover the four dimensions identity, expression, positioning and relation; the source basis (section 0) and the fifth dimension, coherence (Brand harmony, section 13), are not part of the average. 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.

Benchmark

Your position in the field of analysed brands

The score scale is the same for every section, but the sections are not: the typical level varies considerably across them. A score of 55 can therefore be strong in one section and below par in another. The benchmark makes that difference visible: every section is set against the median of all brands analysed on the platform, across all industries and with the count shown openly.

In the reports, both the A4 format and the slide format, the benchmark appears as a line beneath each section score: the typical level for the section and your position in five bands, from clearly below to clearly above the field. The position is context, never the verdict: a low level is still low, even when it is not unusual for the section. On the dashboard and the BrandRose the benchmark is shown as markers.

If you have analysed competitors yourselves, the line gets an extra sentence with names: which of your analysed competitors are ahead of you in the section, who is level, or that you are ahead of them all. If a competitor analysis is considerably older than your own, its date is included.

The reports also gather the competitor picture on its own page, "Position against your analysed competitors": for each competitor it states how many sections the competitor is ahead of you in (with section names), how many you are ahead in, and where you are level. Sections where a competitor is ahead are your most obvious areas to work on, and sections where you are ahead are leads worth defending.

The report's benchmark figures are frozen the first time the analysis is viewed, so a report can be reread later without the numbers in the text drifting. A method line in Source material and method shows the basis and the freeze date. The dashboard graphics, by contrast, follow the base continuously, so the count there can be higher than in an older report.

When you analyse the brand again, the report compares the two runs' positions: if your band has moved, it says so, and the report distinguishes your own movement from the field's.

The reports also contain the benchmark quadrant: a single picture where every section is plotted by its absolute score and its position against the field. Your analysed competitors appear as hollow markers with the section number, and a reading guide explains what each quadrant means for the brand: genuine weakness (a real disadvantage), category weakness (an opportunity, because the field is weak too), hidden lag (deserves attention) and strength above the field (defend and put to use).

The benchmark is in beta and global across industries. If you prefer not to see it, turn it off with "Hide benchmark" on the dashboard, and in every report it can be toggled off and on before printing.