How Strong Is Your Brand Today?
The BrandLaureate Accreditation Council, TBAC, is built around IBES: International Brand Excellence Standard. IBES is a clear and practical way to help brands understand, improve, and prove their brand excellence. It is supported by TBAC's positioning line: The Gold Standard for Brands and Branding.
The free Brand Snapshot helps you check your brand against the 6 Trust Pillars. These pillars look at how clear, trusted, stable, responsible, and future-ready your brand is. This is a simple self-check. It is not a formal accreditation decision. It helps you understand where your brand is strong and where it may need more care before moving toward the Brand Mirror or BrandMark review.
- Free for everyone
- 24 questions · about 10 minutes
Before you start
Tell us who is taking the Snapshot. We record your result under your name and may follow up to help you act on it.
Pick the number that best describes your brand right now. There is no wrong answer, just an honest one.
0 of 24 answered
What Is the Brand Snapshot?
The Brand Snapshot is a free brand health check. It asks 24 simple questions across the 6 Trust Pillars. Each question is scored from 1 to 5.
A score of 1 means the statement is not true for your brand now. A score of 5 means the statement is fully true for your brand now.
Your result gives you your overall brand score, your score for each Trust Pillar, your brand strength range, the pillars that may need attention, and a simple guide on what to improve next.
The Snapshot is designed for brands of all sizes, sectors, and countries. It can be used by new brands, growing brands, established companies, institutions, and global organizations.
The 6 Trust Pillars
IBES, the International Brand Excellence Standard, reads a brand through 6 Trust Pillars. Each pillar asks a plain question a buyer, a board, or a search engine can understand.
1. Brand Strategy and Position
A strong brand must know who it is, who it serves, and why it matters. This pillar checks whether your brand has a clear purpose, a clear audience, and a clear difference in the market. It also looks at whether your brand message stays consistent across countries, platforms, teams, and customer touchpoints.
A brand with strong strategy is easy to understand. People know what it stands for. Customers know why they should choose it. Staff know how to explain it.
This pillar helps answer: What does your brand stand for? Who is your brand created for? How is your brand different from others? Is your message consistent everywhere?
2. Governance and Brand Care
A trusted brand needs clear control, clear rules, and responsible brand management. This pillar checks whether your organization has people, systems, and documents in place to protect the brand. It looks at brand guidelines, decision-making, trademark protection, and crisis planning.
Brand care is not only about design. It is about discipline. It means the brand is protected, managed, and used correctly by the people who represent it.
This pillar helps answer: Who makes important brand decisions? Are there written brand guidelines? Are trademarks and brand assets protected? Is there a plan if the brand faces public risk?
3. Customer and Staff Experience
A brand is not only what it says. It is also what people experience. This pillar checks how customers, staff, partners, and suppliers experience your brand. It looks at repeat customers, staff understanding, daily behavior, and partner relationships.
A strong brand is lived by its people. Staff should understand the brand and act in ways that support it. Customers should feel that the brand promise is real.
This pillar helps answer: Do customers return? Do staff understand the brand? Do staff practice the brand values? Do partners and suppliers have a good experience?
4. Money and Market Strength
A strong brand should create real value. This pillar checks whether your brand helps your organization sell, grow, price fairly, and stay strong in the market. It looks at revenue, pricing power, market share, customer retention, and proof of performance.
A brand is stronger when people choose it for more than price. It should support trust, demand, loyalty, and long-term value.
This pillar helps answer: Does your brand help you sell more? Can your brand support healthy pricing? Is your market position growing or stable? Can you show real performance data?
5. New Ideas and Change
A trusted brand must stay relevant. This pillar checks whether your brand listens, improves, and responds to change. It looks at innovation, customer feedback, market awareness, and recent improvements.
A brand cannot depend only on past success. It must keep learning. It must respond to new needs, new technology, new customer behavior, and new expectations.
This pillar helps answer: Do you track changes in your market? Are new ideas being developed? Do you use customer feedback? Has your brand improved in the last year?
6. Ethics, Environment, and Trust
A respected brand must be honest, responsible, and accountable. This pillar checks whether your brand makes true claims, reduces harm, supports the community, and handles complaints fairly. It looks at proof, responsibility, sustainability, and public trust.
Trust is built when a brand does what it says. It is also built when a brand admits problems, fixes them, and treats people fairly.
This pillar helps answer: Are your brand claims true and provable? Do you take real steps to reduce harm? Do you give back in visible ways? Do you handle complaints fairly?
Why the 6 Trust Pillars Matter
The 6 Trust Pillars help brands move from image to evidence. They show whether a brand is clear, protected, experienced well, financially strong, ready for change, and trusted by people.
Together, they support the purpose of IBES: International Brand Excellence Standard. They give brands a practical way to understand brand excellence before entering deeper review through TBAC.
Score Interpretation
Every question gets a number from 1 to 5. A 1 means the statement is not true for your brand now. A 5 means it is fully true for your brand now. Each pillar has 4 questions. Its score is their plain average. Your overall score is the plain average of the 6 pillar scores.
Icon Range: 4.50 to 5.00
Your brand is very strong across the 6 Trust Pillars. This means your brand has strong clarity, good control, trusted experience, strong market value, active improvement, and responsible public behavior.
This score shows that your brand may already reflect a high level of international brand excellence. You should continue protecting your strengths and keep your evidence updated.
Distinguished Range: 4.00 to 4.49
Your brand is strong, with only a few areas that may need more care. Most of your systems, messages, customer experience, market position, innovation, and trust practices appear to be in good condition.
This score means your brand has a strong base. Review your lower pillar scores and improve the areas that are not yet fully developed.
Verified Range: 3.00 to 3.99
Your brand has a solid foundation. It shows good progress, but there is still room to improve before a deeper brand excellence review.
This score means your brand is moving in the right direction. You may already have important strengths, but some pillars may need clearer proof, stronger systems, or better consistency.
Needs Polish Before BrandMark: 2.00 to 2.99
Your brand has real gaps that should be improved before moving toward a formal review.
This score does not mean your brand has failed. It means some areas may not yet be clear, stable, proven, or trusted enough. Focus first on the lowest scoring Trust Pillars.
Not Yet Ready for Review: Under 2.00
Your brand needs stronger foundations before it is ready for a formal brand excellence review.
This score means several basic areas may be missing or weak. Start with clear brand purpose, brand guidelines, customer experience, proof of performance, improvement plans, and trust practices.
The Snapshot is a self-check you run on your own. It is not a decision from the BrandMark Council and does not replace the Brand Mirror.
Questions people ask
What is the TBAC Brand Snapshot?
The TBAC Brand Snapshot is a free brand self-check based on the 6 Trust Pillars of the International Brand Excellence Standard.
Is the Brand Snapshot an accreditation?
No. The Brand Snapshot is not an accreditation decision. It is a self-check to help you understand your brand's current strength.
What does IBES mean?
IBES means International Brand Excellence Standard. It is TBAC's framework for understanding and improving brand excellence. The lock-up is always TBAC | IBES. The supporting line is The Gold Standard for Brands and Branding.
What are the 6 Trust Pillars?
The 6 Trust Pillars are Brand Strategy and Position, Governance and Brand Care, Customer and Staff Experience, Money and Market Strength, New Ideas and Change, and Ethics, Environment, and Trust.
Who can use the Brand Snapshot?
Any brand can use it. It is suitable for companies, institutions, SMEs, corporate brands, public bodies, education providers, service brands, product brands, and global organizations.
What happens after I complete the Snapshot?
You receive your score immediately. You can see your overall result, pillar scores, and areas that may need improvement.