By Derrick Hoog
A Brand Diagnostic

Can your audience
connect the dots?

Most brands have activity. Few have a position. Constellation is a diagnostic built around five elements of a brand that truly stands for something — one that your audience can feel, believe, and choose on purpose.

5 elements · 20 questions · ~5 minutes

01
The Enemy
02
The Good
03
The Ally
04
The Key
05
The Prize
Element 1 of 5
Constellation Report · Derrick Hoog

Your Brand
Clarity Score

Overall Clarity
—
Strongest Element
—
Weakest Element
—
Argument Integrity
—
How well your five elements connect to form one position, not five separate ones
Your Constellation Map
Element Scores
Diagnostic Findings
What comes next
If your score is strong
Test whether the argument holds.
Five strong elements don't automatically make one strong position. The work ahead should explore whether your Enemy, Good, Ally, Key, and Prize form a single coherent argument — or five separate ones.
If your score reveals gaps
Name what's missing first.
A vague Enemy produces a vague brand. A Prize no one can feel doesn't compel anyone. The diagnostic tells you where the position breaks down. The work is building it back up with conviction.

Let's connect.

Constellation is a starting point. A real brand clarity conversation goes deeper — into what your position actually is, whether your five elements form a single argument, and what it would take to make your brand stand for something your audience can feel.