Frequently Asked Questions — Brandquatch
About the product
What is Brandquatch, in one sentence? An AI-powered brand guardian: it measures whether what you say matches what you do, and flags it when they drift apart.
Does this replace a branding studio? No. Brandquatch measures and watches; it doesn't replace a team's strategy, design, or judgment. It's the difference between a doctor and a vital-signs monitor — one decides, the other tells you when something changes.
Do I need to know branding to use it? No. The questionnaire is designed so you can answer with what you already know about your own brand, no technical vocabulary required. The guardian translates that into a system.
Where does the criteria it evaluates my brand against come from? From Werner Fett Studio. The rubrics, thresholds, and verdicts you see are the methodology the studio uses with real clients, encoded — not a generic internet average, nor a random output from the AI model that does the heavy lifting. That said: the criteria being real and proprietary doesn't make it infallible or guarantee a business outcome. Brandquatch is a support tool, not a replacement for your judgment — the final call on your brand is always yours.
About the free Diagnostic
Does the Diagnostic really not ask for a card? No. You answer the questionnaire (Express or Complete), see your full report, and that's it — no sign-up, no account, no commitment.
Why did my result disappear when I came back later? The free Diagnostic isn't saved to any account — it lives only in your browser for the duration of the session. If you want to keep it, create an account and build your Brand DNA — that one does get saved.
Is the Diagnostic the same as building my Brand DNA? They're similar, but not the same. The Diagnostic is a quick snapshot, meant to share or try out. The Brand DNA is the full document the rest of Brandquatch uses to review your pieces — it lives in your account, and you can edit and approve it as the official version.
About building your Brand DNA
Does building my Brand DNA cost anything? No. Any account, including the free plan, can build a complete Brand DNA — from a brandbook, from your website, or by answering the guided questionnaire if you don't have anything written yet.
If I don't have a brandbook or a website, where does my Brand DNA come from? From your own answers to the questionnaire. The guardian proposes 2-3 different paths for each important field (purpose, positioning, territory, personality) — you choose the one that fits best, edit it, or write your own. Everything stays marked as "Declared" until real evidence confirms it.
What does it mean for a field to be "Declared" instead of "Observed"? Declared is what you said, not yet verified. Observed is what gets confirmed against real evidence (your site, your social media). The guardian never pretends something is confirmed when it isn't.
About the Reviewer
What exactly does it do when I review a piece? It compares your piece (text or image) against your approved Brand DNA, and returns a score with concrete, cited findings — not a generic opinion, but "this clashes with your rule X" or "this color isn't in your declared palette".
Can I review images, not just text? Yes — the image reviewer evaluates visual pieces against your declared visual system (palette, typography, logo rules, photographic style). If the image has legible text, it also evaluates the message; if not, that dimension is marked "not applicable", never made up.
What happens if I run out of reviews this month? The counter resets every month according to your plan. You can see how many you have left directly in the Reviewer.
About Audit
What does Audit do that the Reviewer doesn't? The Reviewer compares your pieces against your Brand DNA. Audit goes further: it searches for your brand on the internet (your real website, press, public presence) and compares what you said against what the world actually sees — the "Edge" axis of the system depends on this.
How many times can I run an audit? It depends on your plan — from once a year to monthly. You can also run an audit on demand whenever you need it, with a reasonable limit to prevent abuse.
About plans and pricing
Can I change plans later? Yes, at any time from Settings.
What happens if I cancel? You keep access until the end of the period you already paid for — you won't be charged again after that. There's no partial refund for the remaining time in the current period. Full details are in the Terms and Conditions.
Are prices in dollars or Chilean pesos? You can see both — there's a currency selector in the pricing section.
About your data and AI
Is my content used to train the AI? No. Your content is processed to give you your result, not used to train third-party models.
Who sees my brand's content? Only you and members of your organization with access. AI processing goes through Anthropic (Claude's provider) solely to generate your result — more detail in our Privacy Policy.
Can I delete my account and my data? Yes — write to us and we'll take care of it. See the Privacy Policy for timelines and details.