Brand maturity refers to the development of a brand over time, encompassing its market position and audience perception, as it moves towards achieving a strong identity, consistency, recognition and success.
As a strategic branding & design agency, we acknowledge that measuring brand maturity is a crucial step in assessing the overall state and effectiveness of the brand. Simple measures such as website traffic or social media followers are just the tip of an iceberg. Our distinctive tool, classifies brand maturity levels and allows us to make an evaluation of a brand that goes beyond surface-level observations.
Until now there was no universal brand maturity measurement in place, as stated by the Brand Strategy Insider. While some scales were available, none fully satisfied what we were looking for.
This led us to develop our own brand maturity scan - an insightful questionnaire that considers the most critical aspects of brand maturity. The brands are ranked on a brand maturity spectrum ranging from a latent brand (lowest brand maturity) to iconic brand (highest brand maturity).
In our brand maturity scan, brands are evaluated based on 6 categories: strategy, visual brand identity, tone of voice, brand assets, consistency and data integration. From years of work experience in this field, we decided to attribute higher weights to the strategy and consistency sections of the questionnaire, further differentiating our approach from existing assessments.
Our reasoning for this decision was based on our unique knowledge of branding and the profound impact these sections have proven to have on the success of our previous clients. Successful brands in the higher end of the spectrum have always achieved great consistency and have a very well-defined strategy.
After completing the scan, a comprehensive results page is generated, giving the user insight into the current state of brand maturity, specific evaluation in each category, as well as advice on what to focus on in order to achieve a greater brand maturity.
