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The methods behind the analysisGuidesAnalysesActionsAssistantsMaterialExploiting competitors' weaknessesSectionsSource basis and methodology00Brand archetype01Tone-of-Voice02Brand values and purpose03Brand Identity Prism04Brand assets05Semiotic analysis06Distinctive assets07Positioning08Audience alignment09Employer brand10Narrative analysis11Digital and channel execution12Brand harmony13Brand index14
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Section 13

Brand harmony and internal consistency

Cross-sectional synthesis

Brand harmony examines whether the other analysis dimensions hang together internally. A strong brand shows, says and does the same thing – across all channels, materials and touchpoints.

brandvju is built on the premise that brand strength is a system property – not the sum of strong individual parts, but the result of the individual parts pointing in the same direction. A brand can score highly on all individual dimensions and still appear fragmented. The harmony assessment identifies precisely where the friction is greatest and what it is most likely caused by: an implementation problem, a governance problem or a strategic problem.

What brandvju assesses

Archetype ↔ Tone-of-Voice
Does the brand speak like the archetype it signals?
Values ↔ Archetype
Do the communicated values support the archetypal identity?
Assets ↔ Identity
Are visual and verbal assets consistent with the brand identity?
Commercial ↔ Employer brand
Does the brand tell the same fundamental story to customers and candidates?
Narrative ↔ Identity
Does the brand's narrative support its identity and values?
Cross-channel consistency
Does the brand appear coherent across website, LinkedIn and campaigns?

What the analysis is based on – and what it points towards

The harmony assessment depends on the quality of the overall input material. One-sided input material produces a narrower harmony picture – and this is always clearly stated in the report.