At some point, we’ve all wondered, “What are people really thinking and saying about my brand?” Because let’s be honest, branding can feel like trying to catch smoke with your bare hands—so abstract it’s hard to pin down. But here’s where we’re going to make it concrete.

At ComePlum, we define branding as how people think, feel, and talk about your business. But how do you actually knowwhat those thoughts and feelings are? Enter the F.R.I.E.N.D Framework, developed by venture firm Forerunner—the same brilliant minds behind brands like Glossier and Hims. This framework is called the Brand Power Score, and it gives small businesses like yours a way to assess your brand based on six key elements: Feelings, Reliability, Identity, Experience, North Star, and Differentiator. Let’s break this down in a way that feels less like business jargon and more like a practical, helpful guide.

The F.R.I.E.N.D Framework Breakdown

1. Feelings

How do people feel when they interact with your brand? And here’s the real kicker: How do YOU feel leading your brand? (Spoiler alert: the two are connected). Branding is so much more than a pretty logo—it’s an emotional experience. Think about Apple. Using an iPhone or MacBook makes you feel innovative, sleek, and part of something bigger. That’s no accident.

For your small business, ask yourself: What emotions do you want your customers to walk away with? Inspired? Confident? Supported? And don’t forget to check in on how you feel while leading the charge. If those feelings are aligned, you’re on the path to creating an authentic, magnetic brand.

2. Reliability

Let’s talk trust. If customers can’t count on you, it’s game over. Reliability is the bedrock of a strong brand. Think Nordstrom and their famously easy returns policy—they’ve built a fortress of trust because people know they’ll always deliver on their promises.

For you, it’s about consistency. Are you showing up in the same reliable way, whether online, in person, or in your customer service? Reliability builds trust, and trust builds lasting relationships.

3. Identity

A lot of people think branding is just your logo or color palette. Don’t get me wrong, that stuff is important, but it’s just one part of the puzzle. Your brand’s identity is the sum total of how your visuals, tone, and overall vibe come together to tell your story.

Think of Supreme. That simple red sticker with italicized Helvetica font? Iconic. For small businesses, creating that same level of recognition starts with visual consistency across everything—your Instagram, website, business cards—all of it. Keep it cohesive, and you’ll build a brand identity that sticks.

4. Experience

What’s it like to interact with your brand at every touchpoint? This includes everything from your website to your customer service to how you package your products. When all of these pieces work together seamlessly, it creates an experience that’s not only memorable but also shares your brand’s values.

Take Spotify, for example. Their “Spotify Wrapped” feature has become an annual moment of pure joy for users. It’s a simple yet powerful way to reinforce their brand values of connection and personalization. How can you create those kinds of experiences for your customers?

5. North Star

Your North Star is your guiding light—the values that drive your business forward. This isn’t just fluff; it’s what influences everything you do. Look at Patagonia, a brand that lives and breathes its commitment to environmental sustainability. It’s not just a marketing point—it’s their identity.

At ComePlum, our North Star is helping 10,000 women step into their gifts and purpose. Why? Because we believe that when women do this, they become better partners, parents, and community leaders. What’s your North Star? And are you weaving it into everything you do?

6. Differentiator

Finally, let’s get to what sets you apart from the crowd. Your differentiator is the unique element that makes your brand your brand. Think about Hims and Hers. Their vitamins aren’t revolutionary, but their personalized packaging and simple, direct service make them stand out.

For your business, ask: What’s your “thing”? It doesn’t have to be groundbreaking, but it should be something that makes customers choose you over the competition.

How to Use the F.R.I.E.N.D Framework to Level Up Your Brand

Alright, now that you’ve got the F.R.I.E.N.D Framework under your belt, how can you use it to make your brand stronger, more reliable, and more memorable? Here are a few easy steps:

• Survey Your Audience: Ask your customers how they feel about your brand using a tool like Google Forms. Get them to rate your brand on each of the F.R.I.E.N.D elements.
• Host a Focus Group: Gather a group of trusted customers or peers and get honest feedback on how your brand stacks up in these six areas.
• Self-Assessment: Take a quiet moment to reflect on your brand. Are you delivering on your promises? Is your brand identity consistent? What kind of experience are you giving your customers?

Ready to Elevate Your Brand?

Your brand has the power to connect on a deeper level with your audience—and it all starts with evaluating where you are right now. The F.R.I.E.N.D Framework is your map for making sure you’re on the right path. And remember, it’s all about progress, not perfection.

Got questions? Want to share how the F.R.I.E.N.D Framework is shaping your brand? Drop them in the comments—I’m excited to hear all about your brand journey!

BONUS: Fill out the Business + Brand Audit Assessment & get a free 30 minute call with Praise to go over your results! Click ⁠HERE⁠ to get the form.