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."
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.
2
At least 30% of our posts are something other than product photos, generic husbandry tips, or repost UGC (user generated content).
3
Our brand has language or vocabulary we've coined that others in our orbit use.
4
Section 3 — Level 3 → 4 (Category definition) Score 1 point per "yes."
Other brands in our category cite or reference our work — directly or indirectly.
1
Language our brand introduced has been adopted by the broader keeper community.
2
Industry media (podcasts, magazines, trade press) has come to us for commentary in the last 12 months.
3
New brands entering our space position themselves relative to us, whether they intend to or not.
4
We've turned down opportunities (clients, partnerships, content asks) because they weren't on-brand, and the audience would notice if we didn't.
5
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 you 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.