Score your own brand on the 4Cs.

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The 4C Framework is the rubric we score every brand asset against — but the framework only earns its keep when someone actually uses it. This worksheet makes that practical.

Twenty minutes. Four dimensions. One scorecard. You walk out with a 0–12 number, a named lowest-scoring dimension, and the single highest-leverage move you can make in the next ninety days.

How the scoring works.

Each dimension is scored 0–3.

0 — failing. The dimension is absent or broken. No defensible answer to the question it asks.

1 — partial. The dimension exists in theory but breaks under pressure. Some people in the room have the answer, most don’t.

2 — on-standard. The dimension is operating. Everyone who needs to has the answer. Defensible in a board meeting.

3 — exemplary. The dimension is a competitive advantage. Visible to customers, internalized by the team, reinforced by every system around it.

Four dimensions × 0–3 = maximum 12. Score above 9 — you’re operating. Score 5–9 — you have one named dimension to fix. Score below 5 — the framework is exposing the gap before a board meeting does.

Twenty minutes alone with this PDF is the cheapest brand consulting you’ll ever buy.

What’s inside.

Page 1–2 · The four dimensions, in operating terms. One paragraph per C — what the dimension measures, what failing looks like, what passing looks like. No theory, no fluff.

Page 3–4 · The scoring rubric. Six checkpoints per dimension, scored on the 0–3 scale. You answer yes/partial/no, the rubric translates to a number.

Page 5 · The total scorecard. Your four numbers, summed, with a one-line interpretation by total score band.

Page 6 · Gap analysis. A blank worksheet to write the lowest-scoring dimension’s one gap, three named contributors to the gap, and three ninety-day moves that close it.

Page 7 · The follow-up loop. When to re-run the assessment (quarterly minimum), who else should run it (at least two others, scored independently), and how to compare scores constructively.

Page 8 · How to integrate it with governance. The score is most useful when it becomes a quarterly artifact — logged, dated, compared. We tell you how.

How to use it.

Run it alone first. Twenty minutes, no audience. Get the honest score before discussion influences it.

Then have two colleagues run it independently. Compare. The dimensions where you all scored within a point are stable diagnostics. The dimensions where scores diverge by 2+ points are the real problems — the team doesn’t even agree on what the brand is doing.

Pick the lowest-scoring dimension. Don’t fix the highest-scoring one. Don’t try to fix all four. Pick the bottom number and run gap analysis on it.

Re-run in 90 days. The score is meaningful only as a trend. Quarterly re-runs convert it from a snapshot into a governance instrument.

Who it’s for.

Founders who want a non-political diagnostic — a number, not an opinion — to bring into a leadership meeting.

Marketing leads trying to defend a brand investment with a scorecard procurement will accept.

Operators who already use the 4C language internally and want a written instrument to make it shareable.

Anyone evaluating a TISSA engagement — the worksheet is the same instrument used inside the $500 Diagnostic, minus the principal’s interpretation.

For the full theory of the framework, read The 4C Framework. For the discipline the framework lives inside, read What is brand governance?