SELLF PROPRIETARY FRAMEWORK
BHS
Brand Health Score
Before growth, you need to know where you stand.
BHS is Sellf's measurement system that brings a brand's financial, operational, digital and competitive health into a single starting point. It makes visible where you are strong, where value is leaking, what is limiting growth and where the next move should begin.
WHAT IS BHS?
Not just a score. A starting coordinate.
A company's growth cannot be understood by looking only at ad performance, sales growth or website traffic. A brand can sell more while losing profitability; grow traffic while funnel efficiency declines; or increase digital visibility while operations cannot carry the demand.
That is why BHS does not measure a single metric. It evaluates the brand across six interconnected health dimensions to create a holistic view of the current situation.
WHY IT MATTERS
Because activity does not always mean progress.
More ad spend, more content, more visitors or more campaigns do not automatically make a company healthier. BHS separates activity from real progress and reveals structural problems that can hide behind the appearance of growth.
Where is there movement?
Where is there real progress?
What structural problem is hiding behind growth?
PRE-BHS
Seeing the reality before we get in.
BHS does not begin only after a company becomes a client. Sellf can analyse the brand through publicly available data before the first strategic meeting. We call this Pre-BHS.
- ✓No internal data required
- ✓Based on public sources only
- ✓Includes a benchmark of 3–5 direct competitors with similar scale, audience and geography
- ✓Highlights critical opportunities and risks
- ✓Produces 5–8 strategic validation questions for the first meeting
We do not score what we do not know as if we knew it.
If there is not enough data for financial health, operational efficiency or funnel integrity, the result is explicitly marked as a preliminary estimate based on external signals. Pre-BHS is not an onboarding report; it is an intelligence layer created before the first meeting.
METHODOLOGY
How Pre-BHS is calculated.
Pre-BHS uses a weighted structure across six dimensions. Every score is grounded in an observation, data point or source. We do not fill gaps with positive assumptions.
When Financial Health, Operational Efficiency or Funnel Integrity lacks enough data, the result is marked as an external-signal preliminary estimate; every score should have an explainable rationale.
BENCHMARKING
There is no such thing as a stand-alone score.
Judging whether a brand is strong or weak by looking only at its own numbers is incomplete. Pre-BHS uses a reference set of 3–5 direct competitors with similar scale, audience and geography. Instead of asking “Are you good?”, we ask “How good are you relative to your market?”
Illustrative benchmark view — actual scores are calculated from brand data and verifiable signals.
OUTPUT
More than a number.
A BHS assessment brings together the current-state summary, analysis of all six health dimensions, scorecard, competitor benchmark, data points that need validation, the most critical opportunity and the biggest risk in one structure.
At the Pre-BHS stage, it also includes the topics that should be validated next and 5–8 critical strategic questions for the first meeting.
BHS → RGI
You cannot measure growth without a starting point.
BHS is the brand's starting line. RGI measures the real growth created from that baseline in quarterly and annual periods. Growth is therefore treated not as a one-off campaign result, but as a change with a known starting point that can be measured again over time.
“BHS: Where are we?
RGI: How much have we progressed?”Two frameworks. A clearer growth journey.
THE BIGGER PICTURE
Data doesn't make the decision. It makes the decision clearer.
BHS is not about reducing brands to a table. It is about reducing guesswork, defining the problem correctly and creating a reliable starting point for better decisions. Data creates clarity; clarity creates better decisions; better decisions create real growth.
Let's evaluate your starting point.