Brand1 Index · The global brand consistency index
How the world's leading brands really show up.
The Brand1 Index is an annual, AI-assisted study of how consistently about 100 leading international brands show up across their public touchpoints, with every serious failure checked by a person.
100 leading international brands, read the way their customers meet them.
- ~5,000Target public touchpoints, edition 1
- 8Sectors
- 6Channels, from web to packaging
- 1Edition a year
- Banking and insurance
- Consumer goods
- Automotive
- Telecom and tech
- Retail and fashion
- Food and beverage
- Energy and industry
- Travel and hospitality
One global brands ranking. Every year.
This is the format, not a result. Names are withheld and the scores below are invented. No brand has been scored yet.
- 01Brand 036AutomotiveNew entryIllustrative score 91
- 02Brand 033Travel and hospitalityNew entryIllustrative score 89
- 03Brand 021Consumer goodsNew entryIllustrative score 87
- 04Brand 053Banking and insuranceNew entryIllustrative score 87
- 05Brand 069Banking and insuranceNew entryIllustrative score 86
- 06Brand 077Retail and fashionNew entryIllustrative score 86
- 07Brand 016Travel and hospitalityNew entryIllustrative score 85
- 08Brand 055Travel and hospitalityNew entryIllustrative score 85
- 09Brand 030Travel and hospitalityNew entryIllustrative score 84
- 10Brand 011Energy and industryNew entryIllustrative score 82
Illustrative. Brand names withheld, scores invented to show the format.Positions 11–100 publish with the first edition.
How brand consistency is measured
Consistency, not taste.
We score each brand against its own published identity, across its own touchpoints. We don't judge whether we like it. The six measures are the same ones Brand Check uses to score a single piece of work.
- LogoThe right version, with room to breathe
- ColourThe palette, held faithfully
- TypographyThe brand's own typefaces and hierarchy
- Tone of voiceCopy that sounds like the brand
- Required linesLegal lines and required credits
- AI labelsClear disclosure where AI made the work
Patterns in public. Scorecards in private.
We publish what we find by sector and by channel. Each brand we score is offered its own scorecard, privately, before anything goes out.
Published before the results.
- 01ChooseAbout 100 leading international brands, across sectors, fixed before collection.
- 02CollectPublic touchpoints only: sites, social posts, ads and packaging.
- 03Outside viewEach brand's identity, read from its own published material.
- 04ScoreEvery touchpoint scored against that identity, from 0 to 100.
- 05ReviewSenior designers check a tenth of all scores and every serious failure.
- 06PublishPatterns by sector and channel. Each brand gets its scorecard, privately.
4 rules we hold ourselves to.
- Public touchpoints only, collected within each source's terms.
- No profiles of individuals.
- Every serious failure checked by a person.
- No brand pays to be included or to change its score.
The Brand1 Index, answered
What is the Brand1 Index?
The Brand1 Index is an annual brand consistency study by Brand1, a brand and creative studio. It scores about 100 leading international brands against their own published identity across public touchpoints such as websites, social posts, ads and packaging. AI does the first pass of scoring; senior designers review at least 10% of scores and every serious failure.
How consistent are the world's leading brands?
We don't know yet, and we won't guess. The first edition of the Brand1 Index is in preparation and no brand has been scored. When it publishes, findings will show patterns by sector and channel, and each brand will be offered its own scorecard privately. The ranking shown on this page is an illustrative format with invented scores.
How is brand consistency measured?
Each public touchpoint is scored from 0 to 100 against the brand's own published identity, using six weighted measures: logo use, colour, typography, tone of voice, required lines and AI labels. A serious failure, such as a missing legal line or a missing required AI label, caps the score at 69. The full method is published before any results.
Which channels and sectors does the Index cover?
Edition 1 samples six channels: web, social, packaging, retail, film and print, across eight sectors from banking and insurance to travel and hospitality. It collects public touchpoints only, within each source's terms, and builds no profiles of individuals. The target is about 5,000 touchpoints across roughly 100 brands. More channels may follow in later editions.
Can I check how consistent my own brand is?
Yes. Brand Check, the Brand1 product whose measures the Index uses, compares any piece of work with your brand and gives one score out of 100 with a plain note on what to fix. Brands included in the Index are offered their scorecard privately before findings go out. You can also start with a free Brand Health Scan.
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