Every brand dreams of being bold, innovative, and game-changing—the one rewriting the rules and reshaping the industry. But here’s the thing: not every brand is there yet, and not every brand has to be.
Some brands thrive as Maintainers, trusted and dependable in their space. Others push boundaries as Trailblazers, challenging the status quo. There’s no wrong place to be—what matters is understanding where you are, how your brand is perceived, and how that aligns with your goals.
Where do you think your brand currently stands?
This exercise is about understanding your brand’s position and identifying the steps needed to move forward—if change is the right path. Answer the following questions honestly to discover where your brand truly fits on the quadrant, not where you hope to be.
Score each of the five questions on a scale from 1 to 5, where 1 represents strong alignment with Stable or Respected and 5 represents strong alignment with Evolving or Revolutionary.
1. How does your organization approach change?
Do you stick with proven methods or embrace new ideas?
How often does your organization try something outside its comfort zone?
2. How aligned is your leadership team on innovation?
Does everyone share a vision for what innovation means?
Are there silos or differing priorities within leadership?
3. How do your customers perceive your brand?
Are you seen as dependable and consistent, or bold and forward-thinking?
Do customers associate your brand with stability or disruption?
4. What’s your appetite for risk?
How often does your organization take calculated risks?
Are new initiatives embraced or met with hesitation?
5. Do you have the resources to support transformative change?
Is your team equipped with the time, talent, and budget to pursue bold initiatives?
Are internal systems flexible enough to support large-scale transformation?
Scoring and Plotting
Calculate Your X-Axis Position (Respected vs. Revolutionary): Add your scores for Questions 3 and 5, then divide by 2 to find the average.
Calculate Your Y-Axis Position (Stability vs. Evolution): Add your scores for Questions 1, 2, and 4, then divide by 3 to find the average.
Identify Your Brand’s Position on the Quadrant: Find the intersection of your X and Y averages to see possible positions based on your brand's perception and readiness for change.
Where did you land?
Maintainers (Bottom-Left): Trusted and steady, excelling within established norms.
Navigators (Bottom-Right): Disrupting industries without internal transformation.
Reformers (Top-Left): Gradually innovating while maintaining dependability.
Trailblazers (Top-Right): Bold disruptors reshaping industries and themselves.
What’s Next?
There’s no wrong place to be. Some brands thrive as Maintainers, delivering consistency and trust. Others aim to challenge the status quo as Trailblazers, reshaping industries and driving bold transformation. The key is understanding where you are today and aligning that with where you want to go.
Knowing your place on this chart is especially valuable before embarking on a rebrand. It sets realistic expectations for what’s possible, aligns internal stakeholders, and ensures everyone shares a clear vision and understanding of the challenges ahead. This alignment is crucial—not just for educating your team but for preparing your organization to tackle transformation effectively.
This exercise isn’t just about where you are—it’s about uncovering opportunities and addressing obstacles with clarity and purpose. When you understand your position, you can move forward with confidence, ensuring any changes are intentional, realistic, and ultimately successful.