11 ways to measure if a brand is trusted, needed, and having an impact
We work with teams who want to create more meaningful, measurable impact in their brand messaging, positioning, content, and communications. We start by aligning around the truth that impact isn’t just about what you do — it’s also about how people experience it.
That’s why our approach centers on relationships. Specifically, the Relationship Quadrant, which helps organizations understand how they’re showing up across two essential dimensions: trust and need. These 11 attributes are what we use to measure the strength of those relationships — inside and out, emotionally and functionally.
Because when trust and need are both met, impact sticks.
Trust-Based Attributes
These signal emotional safety, consistency, and alignment.
1 - Integrity – Do you do what you say, even when no one’s watching? Do you prioritize long-term trust over short-term wins?
2 - Clarity – Do you communicate simply and directly — without confusion, jargon, or spin?
3 - Consistency – Do you show up the same way across time, channels, and people — or do I get a different version each time?
4 - Empathy – Do you treat customers like people, not transactions? Do you show you understand what matters to me?
5 - Transparency – Are you upfront about what you can and can’t do — including tradeoffs, limits, and intent?
6 - Follow-through – Do you follow up, follow through, and close the loop — or do things fall through the cracks?
Need-Based Attributes
These speak to functional impact and practical outcomes.
7 - Relevance – Do you speak directly to my goals, priorities, and current challenges — or do you miss the mark?
8 - Insight – Do you help me see something I hadn’t considered — a clearer way to define the problem or unlock the opportunity?
9 - Timing – Do you engage when I’m ready — not just when it fits your timeline?
10 - Utility – Do you make my job easier, faster, or more informed — or add friction?
11 - Fit – Do you align with how I work, what I value, and where I’m headed?