Glossary →

Consistency (BrandCheck)brandvju concept

One of BrandCheck's two axes. Measures how strongly a piece of material expresses the brand's personality: archetype, tone, values and core narrative. For press coverage the score means something different, namely whether the outside world describes the brand the way the brand describes itself. A journalist's wording never counts as the brand's tone; only the brand's own quoted words do, and tone is therefore weighted lower.