The freeBrand Teardown.
Six questions, two minutes, then AI reads your website against the six dimensions of a brand. The Teardown hands back your three sharpest reads, worst first. On screen in minutes, free.
// free · 6 questions · 2 minutes · no obligation
The six dimensions
of a brand.
A brand audit reads the distance between the brand you claim and the brand your website shows a stranger. The Teardown reads yours across all six.
01 The Promise
Five seconds in, does a stranger know what changes for them once they hire you? Most homepages answer with wallpaper words: “quality,” “trusted,” “excellence.” Words that promise everything and commit to nothing. The Teardown reads what your site actually pledges, not what you meant it to.
Get the promise right and a stranger lands, gets it, and stays. The back button never gets its chance.
02 The Onliness
The one claim no competitor could put their name to. The sentence only your business has earned. Most sites bury it under hedges and industry boilerplate until every shop on the list sounds interchangeable, and the cheapest one wins.
Get the onliness right and your message becomes a lighthouse for your perfect customer: the one searching for what only you provide.
03 The Territory
Who the work is for, drawn tight enough that the right customer recognizes themselves on sight. A brand that tries to please everyone pleases nobody: the hard work is getting crystal clear about who you're helping.
Get the territory right and the right customer reads one page and thinks: this was built for me.
04 Word of Mouth
How do your best customers describe you to their friends? Can they? If describing what you do takes a paragraph, then most people just keep their mouth shut. Make it easy by doing the hard work and speaking with one simple message everywhere!
Get word of mouth right and your best customers become your best sales team!
05 Congruency
Your website, your social, your invoice, the way you pitch in person: one brand, or five loosely related businesses? Every mismatch a stranger spots costs a little trust, and strangers spot every one of them.
Get congruency right and every touchpoint connects deeply with your perfect customer.
06 The Proof
Receipts. Numbers, names, before-and-afters. Evidence a skeptic can check, not adjectives standing in for it. Strangers arrive doubting every word, and a claim without proof reads as decoration.
Get the proof right and you never have to say “trust us” again: the receipts say it for you.
How the Teardown works.
Find out how your brand is communicating in minutes. Three steps, easy-to-answer questions, and the only cost is a little pride.
01The scan
AI reads your website end to end: every promise logged, every claim tested against what you actually sell.
02The cross-exam
Your six answers get held up against your scan: the brand you meant versus the brand your site communicates.
- // the brand teardown · copperline coffee roasterstouchpoint: website
// the read
Copperline sells single-origin obsession, but the homepage leads with a free-shipping banner, so strangers see a commodity store instead of a roaster worth switching to.
// six dimensions of brand
01The Promise
The five-second test returns a discount, not a conviction.
02The Onliness
‘Small-batch’ and ‘ethically sourced’ — claims any rival could paste onto their own hero.
03The Territory
Speaks to ‘coffee lovers everywhere,’ so nobody feels claimed.
04Word of Mouth
No line a customer could repeat at a dinner table.
05Congruency
Instagram shows the roastery floor; the site shows stock lifestyle shots. Two brands, one company.
06The Proof
Three thousand five-star reviews exist. None are on the homepage.
// read 01 · the promise
the brand you claimSingle-origin obsession: a founder who cupped forty lots to pick three.
the brand your site showsA free-shipping banner over a bestsellers carousel.
why it’s costing ordersCurious visitors get priced like a commodity, so they compare on price and leave for whoever’s cheaper.
// first move
Swap the banner for the origin story — the forty-lots line IS the brand. Keep the discount for exit intent.
03The findings
Your three sharpest reads, worst first, on screen in minutes, with a copy in your inbox.
See exactly where.
You already suspect your website could be doing more for you. The Teardown shows you exactly where: in minutes, for free, no catch in the fine print.
Results land on screen the moment you finish, with a copy in your inbox.
// one quiz. one clear answer about where you stand.