The guide
How to read your Brand Echo
Your Brand Echo is what your message sounds like when it comes back to you. We read your public pages and score whether your message stays true across everything you publish (Fidelity) and whether the content is any good (Content Quality). Every scan now also reads Return, whether your message pays back as demand and loyalty, and Brand Echo Pro adds Reach, how far your message travels off your own site. Here’s what every number means.
Fidelity
Does your message come back the way you sent it?
We read your public pages and score whether they tell one story or five. High fidelity means every page reinforces the same message; a low score means your message changes shape depending on where a visitor lands.
Message
Do your pages express the same core message, or several competing ones?
Voice
Same tone and personality across pages, or does it change page to page?
Audience
Do all your pages speak to the same person, or does the target reader shift page to page?
Vocabulary
Consistent signature language, or off-brand jargon creeping in?
Clarity
One clear message, or a muddle a reader has to untangle?
Distinctiveness
Ownable, or something any competitor could publish word-for-word?
Content Quality
Is the content any good?
Fidelity asks whether your message is consistent. Content Quality asks whether it's any good, judged against proven content principles, not against a formula.
Resonance
Does it make the reader feel seen, their problem named in their own words?
Trust
Is there evidence and transparency? Is risk addressed, not ignored?
Clarity
Is the next step obvious, and the reader left feeling capable?
Answers
Does it answer the real buyer questions, not just describe features?
Story
Is the customer the hero with a clear plan, or is the brand talking about itself?
Specificity
Concrete and specific (real numbers, names, examples), or vague and generic, the classic AI-slop tell?
Reach
How far does your message travel off your own site?
Fidelity and Content Quality read your own pages. Reach reads the open web: does your brand own its search results, does it surface in its category, and do other people describe you the way you'd describe yourself? This is a visibility signal from real search evidence, not a traffic number, so we score it directionally and cite every source. Reach is part of Brand Echo Pro.
Branded presence
Search your name, and your own pages should dominate. Are you easy to find, or crowded out?
Share of voice
In the alternatives and comparison results, do you show up on your own terms, or only inside a competitor's page?
Third-party mentions
Independent sites (news, blogs, forums) referencing you unprompted, not your own pages or directory spam.
Review presence
Are you on the review platforms buyers check (G2, Trustpilot, Google, app stores)?
Community footprint
Do you surface on the social and community platforms where your audience already is?
Off-site message match
When other people describe you, does it match your message, or has the echo drifted off-property?
Return
Does your message pay back as demand and loyalty?
Fidelity and Content Quality read your own pages, Reach reads the open web. Return asks the last question: does all of that pay back? We read public demand and loyalty signals, whether people seek you out by name, whether they recommend you, whether you've built the machinery to bring them back. This is a demand and loyalty signal, not a traffic or revenue number, so we score it directionally and cite every source. Connect your Google Analytics, Search Console, or HubSpot and Return gets sharper, scored on your real numbers.
Commercial return
Do you actually turn into paying customers, closed deals, and revenue? Connected, we score your real HubSpot and Analytics numbers; unconnected, it's a conservative read of public proof (named clients, case studies), never an invented figure.
Repeat loyalty
Do customers come back and stay? Connected, we use your returning-visitor rate and repeat-customer share; unconnected, we look for community, renewals, and returning-customer language.
Branded demand
Do people seek you out by name, real pull, not just push? Connected, from your Search Console branded clicks.
Retention surface
Do you have the machinery of return: a login, a community, a newsletter, an app?
Advocacy
Do others recommend you unprompted, in testimonials, threads, and word of mouth?
Payback match
When people say why they stay or buy, does it echo your message, or has the reason drifted?
Two ways Return gets scored
On a free scan, Return reads public signals only: branded search, reviews, advocacy, and the loyalty surfaces on your site. That read is honest but directional, and it never invents a traffic or revenue number. On Brand Echo Pro you can connect your own Google Analytics, Search Console, and HubSpot, and Return scores on your real numbers instead: actual customers, closed-won deals, branded clicks, returning visitors. Same lens, sharper glass. A connected scan says Real data right on the score. How connecting works.
The bands
What your score lands in
Every score, 0 to 100, falls in one of four bands. They’re named for how far your message carries.
The echo dies at the wall. You're publishing into a void.
It carries a little, but comes back distorted. Mixed messages.
It's returning, on-message. The system is working.
The market carries your message for you.
Your biggest echo leak
What a leak is
The single costliest place your message breaks down, quoted from a real page. It's the one fix that would raise your score the most. We name it, and tell you the move that closes it.
The most common leak is a message that shifts page to page. Here’s why your message sounds different on every page, and what it costs you.
Over time
One score is a snapshot. The Pulse is the movie.
A single scan tells you where you stand today. The real value is watching the number move after you act on it. On Brand Echo Pro you can re-score any brand and see exactly what changed since last time: which lens climbed, whether your leak closed, whether a band flipped. That's the Pulse.
Track a brand and we re-scan it for you on a schedule (weekly or monthly) and email you the moment your Echo moves 5 points or more, up or down. You find out when something changed, without having to remember to look. New to the dashboard? Here’s how to read every part of it.
And to see how your Echo compares to your competitors, Brand Echo Pro scans your whole category and ranks you against it on Benchmarks.
From reading to fixing
The score is only half of it. You build the fix here.
A read you can't act on is just a grade. So the app closes the loop. From any scan you can build your brand identity in one click (your message, voice, and audience, drafted from what your site already says). Then, on Brand Echo Pro, Draft it for me turns the leak into on-brand copy you edit and own (nothing publishes for you). Put it live, re-scan, and the Echo moves. Build and measure, in one place.
Have a big site? The Full-Site scan on the Scale plan reads far more of it in one pass, not just the top pages.
Rather not go it alone?
Read it with a human beside you.
The app hands you the score. When you'd rather work it with someone, we bring the same method to your team. A workshop reads your Echo live with your team in a day, and consulting holds the number with you over time.
Ready to read yours?
Enter your website and get your Brand Echo, with every score explained and cited.
Want to go deeper first? The knowledge base breaks down every lens, plan, and connection.
Measure my Brand Echo