The brand you sell and the brand you live usually start as the same thing. Then the company grows, the market moves, a campaign goes out, a hiring push begins, and the two quietly start falling apart. No one decides it. It just drifts.
You notice it in small, specific ways. A careers page that describes a company your newest hire doesn't quite recognize a month in. A customer promise your team can keep only by quietly straining against it. A set of values on the wall that the people living under them would word differently, if you asked them honestly.
What makes the gap hard to catch is that almost no one is looking for it. The customer brand sits with marketing. The Employer Brand sits with people. They're reviewed on different calendars, often by different agencies, and rarely in the same room. Most advisors treat them as two separate problems, so the drift between them isn't anyone's job to notice.
It stays out of sight until activation. A recruitment campaign, a rebrand, a culture push makes the gap public, and it costs far more to untangle then than to read now. And it rarely looks like a brand problem when it arrives: it looks like attrition, or a hiring miss, or "our message isn't landing." Sent to the wrong fix, the symptom gets attention and the cause keeps going.
The Brand Coherence Audit reads both brands together, in one pass. The outward brand: how you're positioned, what you sell, what customers are told to expect. The Employer Brand: what candidates and your own people are told, and what they actually find. Then it sets the two side by side and says, plainly, where they still tell one story, where they've begun to pull apart, and which gaps are worth your attention first.
Reading and listening first, then a focused written analysis you can act on, in days rather than months. Not a workshop. Not a stack of frameworks handed over for others to run. A clear, honest account of what's true, and a thirty-minute call to walk through it together once you've had time to read it.
What it isn't: It isn't a rebrand, and it won't pretend to be one. It tells you whether your two brands are on the same page or not. What you do about that is a separate decision, and sometimes the honest answer is that the gap is small enough to leave alone. The practice will tell you if it is.
- RequestYou send the form on this page.
- A mutual NDAOne-click, both ways.
- A 24-hour reviewWe confirm we can deliver something useful.
- AgreementOnce we've both said yes, a simple link confirms it.
- The work beginsYour written analysis, in days.