Brand Reciprocity Scorecard

Shared Identity

The brands consumers defend, return to without incentive, and build into their identity aren't necessarily the biggest or the loudest. They're the ones that stood for something specific enough to mean something personal. These questions are about whether that exchange is happening for your brand.

Question 1 of 12

Which three of the following best describe your brand's personality — how your consumer actually experiences you?

Select three in order of importance. Your first selection is your primary signal.

Challenger

Nurturing

Helpful

Sophisticated

Playful

Optimistic

Bold

Grounded

Inclusive

Witty

0 of 3 selected

Please select three descriptors to continue.

Anything these descriptors didn't capture?

Question 2 of 12

When your brand loses a customer, what is most often the real reason?

They found a better price somewhere else
A competitor offered a more relevant alternative
The connection faded over time
Something in the experience broke their trust
We don't have enough visibility to know for sure

Please select an option to continue.

Question 3 of 12

Has your brand ever passed on an opportunity — a partnership, a campaign, a revenue stream — because it conflicted with your brand's core values?

For example: Seed Health turned down several high-profile influencer partnerships because those influencers had previously promoted supplement brands with questionable scientific backing. Significant reach. They walked away.

Please select an option to continue.

Question 4 of 12

Your best customers — the ones who have been with you longest and spend the most — what do you think keeps them coming back?

What you think, not hope.

Please select an option to continue.

Curated Experiences

Most brands think about experience at the big moments — the purchase, the launch, the campaign. The brands that earn genuine loyalty tend to obsess over the moments nobody thought to think about. These questions are about whether your brand has developed that habit.

Question 5 of 12

How confident is your team that they know what your customer is looking for when they're actively considering what you offer?

Not at all confidentCompletely confident

0/ 100

How do you know?

Question 6 of 12

In your opinion, which step in the new customer journey is weakest for your brand?

Discovering us — they don't find us when they should
Considering us — they find us but we don't make a strong enough case
Trying us — the first experience doesn't deliver on the promise
Coming back — we don't do enough to earn the next purchase or visit

Why do you think that is?

Please select an option to continue.

Question 7 of 12

When you make decisions about how a customer experiences your brand — digitally, in person, or through your content — what drives those decisions?

Drag to rank from most to least influential.

↑ Most influential at the top · Drag to reorder

Question 8 of 12

When your team identifies a customer experience problem that doesn't have a clear revenue impact attached to it, what typically happens?

Please select an option to continue.

Intentional Connections

The brands that earn genuine consumer connection are rarely the ones spending the most to be seen. They are the ones that were paying close enough attention to show up in a way that felt like it was meant for the person receiving it. These questions are about whether that kind of attention is built into how your brand operates.

Question 9 of 12

How does your brand stay current on what your consumer actually cares about?

Select everything that genuinely applies.

We conduct formal consumer research on a regular cadence
We have ongoing direct contact with customers that feeds back into decisions
We monitor what consumers say unprompted — reviews, social, forums
We rely primarily on sales and performance data
We look at what competitors are doing as a proxy for consumer behavior
I don't know — our agency handles it

Please select at least one option to continue.

Question 10 of 12

When you want to know if your brand is connecting with consumers, what do you look at?

Engagement metrics — likes, shares, comments, follower growth
Sales performance and customer satisfaction scores
Behaviors consumers initiate without prompting — organic search, unprompted returns, word of mouth
A mix, though we know measurement is a gap for us
Other

Please select an option to continue.

Question 11 of 12

When you are deciding whether to test a new channel, content format, or activation, what drives that call?

Drag to rank in order — what actually drives the decision, not what should.

↑ Most influential at the top · Drag to reorder

Question 12 of 12

How often do consumers show up for your brand without being asked or incentivized?

Things like unprompted referrals, direct purchases over a marketplace, or organic advocacy.

Almost neverRegularly

0/ 100

What is the most recent example you can think of?

Almost there

One more thing before your results.

The data from this scorecard will power benchmarks we share with a growing community of reciprocity marketers — things like how unprompted advocacy varies by industry, what retention patterns look like at different growth stages, and where brands most commonly lose the connection with their consumers.

These questions make that data stronger. But you came here for your results, and we are not going to make you earn them. Everything below is optional — skip freely.

Optional

What industry best describes your brand?

Optional

What is your current role?

Optional

How long has your brand been in market?

Optional

What is your primary distribution model?

Optional

What is your brand's approximate annual revenue?

Optional

How has your revenue trended over the last 2 years?

How well does your brand practice reciprocity with consumers?

One more thing before your results.