The BrandBase™ Score rates how well a website carries a brand. Each of the seven layers of the Seven C’s gets a score out of 10, and the foundation layers count most. It also tests whether AI search tools find the business. The lowest layer is your first domino: fix that one first. Punch scored 5.6 on its own site and is now at 7.6
The BrandBase™ Score rates a website on the Seven C’s, each layer out of 10, and tests whether AI search finds the business. Here’s how to read it.
We use the Seven C’s on every brand we work with. The BrandBase™ Score turns them into a number. It started as an internal check. Now it’s a service of its own.
What it measures
How well a website carries a brand. Each of the seven layers gets a score out of 10. Claim counts three times, Customer and Content twice, and the other four once, because every layer sits on the ones below it. The score also tests whether AI search tools find the business when customers ask questions.
Reading your score
- 10 → Excellent: A category-leading brand.
- 9 → Standout: challenger brand, close behind the leader.
- 8 → Proven: Clear and consistent.
- 7 → Strong: The base is solid. A few gaps still cost you.
- 6 → Decent: The base is in place, with gaps that still cost you.
- 5 → Patchy: Parts of the brand work and parts don’t.
- 4 → Weak: The foundation layers are broken.
- 3 → Thin: Little is in place beyond the basics.
- 2 → Faint: The layer barely shows.
- 1 → Absent: The layer isn’t there.
Each word covers its whole number up to .9.
A score of 7.6 is Strong.
A layer scoring 8 or more is present. A layer scoring 4 to 6 is broken. A layer scoring 1 or 2 is missing. The lowest layer that isn’t present is your first domino. Every layer above it depends on it, so fixes go in from the bottom up. The seven layers are explained in The Seven C’s.
Our own score
A brand agency’s site should show the method working, so we ran it on ours. We scored 5.6 out of 10, Patchy. Our Claim was in place. Our first domino was Customer: the site didn’t show a buyer what working with us involves, how long it takes or what it costs.
The audit listed 29 fixes, lowest layer first. As of November 2026, we’re at 7.6, Strong. Our first domino is now Connection. The fixes still open would take us to 7.9, Strong. Consistency is our own rating.
Why a 10 is rare
A 10 means clear, consistent and hard to copy. Words, layouts and templates are easy to copy. A score from a website alone can’t tell whether a claim is true. A 10 needs a Claim backed by evidence, current customer insight, years of consistency, and AI tools naming the brand.
What to do next
Your report names your first domino and where the fix starts. If you plan to fix it, book a free 15-minute discovery call.
See how our process works.
If this made you think, let’s talk: Book a free 15-minute discovery call
