How long does the checklist take?

Ten minutes if you read each item carefully. The 30 items are deliberately binary · they take a few seconds each. Resist the urge to debate; score the room you are in right now, not the room you wish you were in.

How does the scoring work?

One point per item checked. 30 maximum. The score routes into one of four tiers: 25-30 (working brand operating system), 18-24 (skeleton in place), 10-17 (artifacts but no system), under 10 (improvisational). Each tier has a specific recommended next step.

Yes, locally in your browser. No account, no email, no tracking. Refresh-safe. Clear it with the Reset button.

Bttr. · Field Guide · Interactive

Brand Operating System Checklist. Score your team in ten minutes.

Q: What does "true today" mean?

A new person joining the team this week could find the artifact, understand it, and ship from it without asking anyone where it lives. Soft yeses ("we kind of have a voice guide") are no.

Thirty items across six layers. Click each one that is actually true today. Your score routes you to the right next step.

New to the concept? Start with the definitional field guide → What Is a Brand Operating System?

How to use the checklist

Score real, not aspirational.

Each item is binary: true today, or not. "True today" means a new person joining the team this week could find the artifact, understand it, and ship from it without asking anyone where it lives. Soft yeses are no.

Click each item to score it. Your progress is saved locally · no account, no email, no tracking. Refresh-safe.

·of 30

Strategy ·/5Identity ·/5Voice ·/5Application ·/5Governance ·/5Operating ·/5

01 · Layer

·/5

Strategy

02 · Layer

·/5

Identity

03 · Layer

·/5

Voice

04 · Layer

·/5

Application

05 · Layer

·/5

Governance

06 · Layer

·/5

Operating layer

Next step

Score it. Then ship the layer that scored lowest.

Start a Brand Sprint What is a Brand OS? →

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Brand Operating System Checklist. Score your team in ten minutes.

Score real, not aspirational.

Strategy

Identity

Voice

Application

Governance

Operating layer

Score it. Then ship the layer that scored lowest.

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