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?

With these attributes, you can create your Relationship Scorecard

How clearly does your brand signal trust and need? 

For each attribute, rate your brand on a scale of 1 to 5, where 1 means not at all and 5 means consistently and clearly, based on how your customers are most likely to perceive you.

Want more precision? You can adapt the scale to 1–10 or even 1–100 for deeper insights.

The Relationship Scorecard

Next, plot yourself on the Relationship Quadrant.

Do buyers feel confident in you? Do they feel like you understand and solve something for them?

Calculate your Average Trust Score (the average of the 6 trust-related attributes) and your Average Need Score (the average of the 5 need-related attributes).

Plot your brand on the grid using these two scores:

– The X-axis represents your Trust Signaling Strength

– The Y-axis represents your Need Signaling Strength

Where you land reveals how clearly you’re signaling trust and relevance to your audience.

The Relationship Quadrant

We use this quadrant in several ways with our clients:

1 – Account-based marketing (ABM): We map individual accounts based on how customers respond to content, outreach, or sales interactions.

2 – Demand generation: We map segments or verticals using research insights and survey data to understand where trust or need is breaking down.

3 – Campaign planning and measurement: We audit campaigns to ask, Are we building trust but missing need? Or the other way around?

You can use it the same way.

Evaluate your brand against these 11 attributes to uncover actionable opportunities for growth. The more clearly you signal trust and relevance, the more likely you are to turn casual browsers into loyal advocates.