Most brand health checks ask what a business believes about itself: brand recall, sentiment, awareness scores drawn from surveys. A brand diagnostic in the RoI² sense asks a narrower and more falsifiable question: of the people who are already searching for what this business sells, how many find it, and how many convert. That is a measurement problem, not an opinion problem, and it can be answered from data the business already holds.
The diagnostic above produces a reading against three states, the same three states used throughout the Brand Demand Scan and the RoI² Framework:
Category search demand converts, and the brand holds its position at the point where buyers are still deciding. This is the state most businesses assume they are in by default. It is measurable, and it is frequently wrong.
Category demand exists and the brand appears in it, but buyers divert to a competitor before clicking through. This is the state that conventional analytics is structurally unable to see, because analytics only measures the visitors who arrived, not the demand that searched and chose someone else. See The Population Your Analytics Has Never Measured for the underlying mechanism.
Category demand exists, and Untapped Potential measures how much of the brand's current impression volume already comes from category-level rather than branded queries. This is a different axis from Demand Leakage: Demand Leakage measures whether those impressions convert into clicks, Untapped Potential measures where they originated. A brand can score high on both at once, substantial category-level exposure that also fails to convert, and reading the two together determines whether the priority is capture efficiency or category positioning.
Multi-touch attribution tools reconstruct the path a converted customer took across channels. That is a useful but separate question from the one this diagnostic answers. Attribution explains customers a business already has. This diagnostic quantifies demand that has not yet been captured, because it never reached a channel attribution can see. The full argument, with independent research, is set out in Why Attribution Fails and The Attribution Gap: External Research.
The diagnostic is built for operating partners, CFOs, and fractional CMOs inside PE-backed businesses who need a fast, defensible read on whether a demand gap exists before committing budget to establish one with certainty. It is not a substitute for the full Brand Demand Scan, which validates the finding against first-party search data. It is the fastest legitimate signal available before that engagement.
Eight questions, roughly four minutes, covering category definition, current measurement practice, and known blind spots in existing analytics. The output maps responses against the three-state model above and recommends whether a full scan is warranted. No data is required beyond the responses given; the full Brand Demand Scan draws on Search Console and Analytics data directly, as described on the Brand Demand Scan page.