240Visual Identity
This encompasses the visual and verbal elements that represent your brand, a concept emphasized by marketing guru David Aaker.
The statement
Your company/brand (VISUAL) IDENTITY is helping you achieve your goals.
One statement per role slot, scored against the goal set in Step 2 on the Maturity Ladder, never 0. As a question: Is your company/brand (visual) identity helping you achieve your goals?
The sub-questions
| Code | Sub-question | Statement |
|---|---|---|
| 241 | Consistency | Your brand visual identity is consistent throughout the customer touch points. |
| 242 | Alignment | Your brand visual identity is in line with brand purpose, positioning and values. |
| 243 | Distinctive/Attribution | Your brand visual identity characteristics are different from competitors and are easily attributed to your brand. |
| 244 | Likeable | Your brand visual identity has a high likeability rating with your target audiences. |
| 245 | Sustainability Sustainability Zoom | Your brand visual identity accurately reflects the sustainable nature of your products or services. |
Evidence profile, Mode 2: each sub-question is scored on the Maturity Ladder and the dimension takes their rounded mean (an exact .5 rounds down), which can be 0, Mixed. Sub-questions ending in 5 are the Sustainability Zoom: they enter the mean when sustainability is a strategic objective.
Its role in the nine postures
| Code | Archetype | Role | Target |
|---|---|---|---|
| A1 | Disruptive Newcomer | Secondary Brake (S) | ≥ +1 |
| A2 | Efficiency Machine | Not among its ten role slots | |
| A3 | Brand Evangelist | Not among its ten role slots | |
| A4 | Stagnant Leader | Not among its ten role slots | |
| A5 | Pivot Pioneer | Not among its ten role slots | |
| A6 | Value Harvester | Not among its ten role slots | |
| A7 | Scale-Up Guardian | Secondary Brake (S) | ≥ +1 |
| A8 | Niche Expert | Not among its ten role slots | |
| A9 | Category Creator | Secondary Accelerator (T) | ≥ +1 |
The role comes from the posture, not from the dimension: 240 Visual Identity holds a role in 3 of the nine postures. A Growth Driver that is also a Vital 8 dimension carries one score, with the target of its Vital 8 role.