What’s your Druff Index? Scoring how consistent your brand really is

Ask five people in your company how consistent your brand is and you will get five adjectives. “Pretty good.” “A bit all over the place.” “Fine externally, messy internally.” Adjectives cannot be budgeted, targeted or tracked — which is why brand consistency stays a vague worry in most organisations instead of a managed number. The Druff Index is our answer to that: it exists because we got tired of watching important findings die for lack of a metric.

The Index is a score, out of 100, of how faithfully your brand shows up across everything you produce. During an audit we gather live samples from every touch point — documents, presentations, digital channels, signage, supplier-produced items — and assess each against your standard: marks, colour, typography, layout, tone and messaging. Touch points are weighted by visibility, because a sales deck seen by hundreds of prospects matters more than an internal form seen by three people in finance.

What makes the score useful is not the number itself but what it decomposes into. An overall 62 means little; knowing that sales materials score 41 while your website scores 88 tells you exactly where the leak is. The Index breaks down by department, channel and cause — missing templates, inaccessible assets, supplier drift, absent ownership — so the path from score to action is direct. The decomposition is the deliverable; the headline number is just the handle.

It also changes the conversation over time. Measured once, the Index is a diagnosis. Measured again after the fixes, it is proof of progress — the difference between “we tidied things up” and “we moved from 62 to 84 in two quarters, and here is what closed the gap”. Brands are assets; assets deserve metrics. (What those two quarters typically involve is covered in our 90-day plan.)

Every Druff brand audit produces your Index as standard, along with the evidence behind it and the roadmap to raise it. Find out your number — in our experience, leadership teams guess theirs about twenty points too high.