First
Two things about you
Neither answer changes your score. They tell us how big a job this would be, so the recommendation at the end fits the team you have.
A
How big is the company?
B
How many people are in the creative and marketing team?
Count anyone who makes or signs off brand work, including people who do it on top of another job.
Dimension one
Where your brand lives
Whether there is one place to go, and whether what is in it can be worked from.
01
Is there one place your brand lives that anyone here could name without checking?
Three or four places, and they disagreeOne place, and everyone knows it
02
Are your colours, type, spacing and saved as values software can read?
They sit in a document that describes themThey are and components software reads
03
Change something at the source and does everything built from it update by itself?
Someone has to go and find every fileIt spreads without anyone chasing
Dimension two
What the AI has been told
How your brand reaches the AI tools your team already has open.
04
Have you told your AI tools how to work as your brand, in words they can act on?
We uploaded the guidelines PDF and hopedWe wrote it as instruction and tested the output
05
Does your guidance help someone decide when there is no rule for what they are doing?
It is a list of rulesIt gives them judgement to work from
06
Could a new freelancer pick up your AI setup on Monday and make something usable on Tuesday, with nobody explaining it?
It only works if I am there to translateIt stands up without me
Dimension three
Whether people use it
Whether the system is the thing people actually reach for.
07
In the last month, has anyone outside the creative team made something on-brand without checking with you?
I cannot remember it happeningIt happens most weeks
08
Do you know how much of what your company published last month came through your system?
No idea, and no way to find outI know the number and which way it is going
09
When people are in a hurry, do they still use your system?
The workaround wins every timeUsing it is the quickest way
Dimension four
What you can prove
Whether you could make the case for any of this with finance in the room.
10
Is there a figure for what redoing off-brand work cost the company last quarter?
No, and I would not know where to startYes, and finance has already seen it
11
Could you put the brand a year ago next to the brand today and point at what has slipped?
I can feel it but I cannot show itI can show it, with examples and dates
12
If you left tomorrow, would the brand hold for a year?
It would start to go within a quarterIt would hold, and I could prove that too