Brand Forensics gets beneath the surface to reveal the truth of what makes an organisation distinctive, what people believe about it and where the two may not quite match.

Brand Forensics consists of two lines of enquiry and two very different outputs.

Brand Forensics X looks from the outside in. It’s an AI thinking tool I’ve developed to examine how an organisation presents itself to the outside world.

Working exclusively with publicly available material, Brand Forensics X builds a picture of what customers, prospects and others are likely to find, understand and believe about an organisation.

It focuses on evidence rather than opinion — looking at what is visible, what is consistent and where the picture isn’t clear.

Brand Forensics X works at two levels.

• On The Surface — BFX Tier 1
  A concise outside observation of how an organisation currently appears — what comes across, what feels strong and where the picture isn’t clear.

• In The Deep — BFX Tier 2
  A deeper investigation into what sits beneath the surface, bringing together wider evidence and my own observation to build a more complete picture of the organisation and its brand.

Brand Forensics X was originally developed to give me a more informed starting point for brand projects. It can also be used independently by organisations that want to understand how the outside world is likely to perceive them before deciding what, if anything, to do about it.