The Reptile Brand Stack — Self-Assessment
This is the audit I run when a reptile brand asks me where they sit. Score yourself honestly — most brands land between a score of 4 to 7, and that's not a failure, it's a starting line. The point isn't your number. The point is knowing where you are so you can stop guessing what to fix.
Section 1 — Level 1 → 2 (Operational consistency) Score 1 point per "yes."
2
3
4
Section 3 — Level 3 → 4 (Category definition) Score 1 point per "yes."
1
2
3
4
4
We post on a predictable cadence the audience can anticipate (e.g., consistent days/times each week).
1
Three different people on our team could write a caption that sounds like the same brand.
2
We have a content calendar that exists more than two weeks ahead.
3
Section 2 — Level 2 → 3 (Distinctness) Score 1 point per "yes."
If we removed our logo from our last 10 posts, our audience would still recognize them as ours.
1
Our brand has a public point of view on at least one industry-level question, and we'd defend it on a podcast.
At least 30% of our posts are something other than product photos, generic husbandry tips, or repost UGC (user generated content).
Our brand has language or vocabulary we've coined that others in our orbit use.
Other brands in our category cite or reference our work — directly or indirectly.
Language our brand introduced has been adopted by the broader keeper community.
Industry media (podcasts, magazines, trade press) has come to us for commentary in the last 12 months.
New brands entering our space position themselves relative to us, whether they intend to or not.
We've turned down opportunities (clients, partnerships, content asks) because they weren't on-brand, and the audience would notice if we didn't.
Scoring
0–3: You're at Level 1. Reactive. The first move is operational — build a calendar, set a cadence, hold to it for 90 days.
4–6: You're at Level 2. Consistent. The leap to Level 3 starts with one question: what does your brand believe that most brands in the category don't? Answer that publicly, repeatedly and with conviction.
7–9: You're at Level 3. Distinct. You've earned a real position. Level 4 isn't about doing more, it's about shaping the conversation. What's the vocabulary, framework or thesis you want this category to adopt from you?
10–12: You're at Level 4. Defining. The work now is staying there. Level 4 brands lose their position the moment they get complacent. Keep raising the bar.
If yours scored below a Level 3 and are trying to figure out how to make the leap — that's the conversation I'm best at. Head to themothermarketer.co/work-with-me so we can chat.