Brand Trust Baseline

How trustworthy does your brand look from outside? Run the Baseline self-test.

The self-test follows the CGBB Brand Trust Baseline: five sections and 15 core indicators from CGBB research and collaborative industry analysis. Answer the checks for your company, we add an automated scan of your website, and you receive an overall status, a 0–100 score, a five-section profile and your priorities by email. It takes about 20 minutes.

1Baseline self-test2Trust Review3Verified Trusted
What the self-test gives you. As a CGBB member, your organisation has already been reviewed by the CGBB Secretariat, and once you confirm your website domain, CGBB confirms that the website is yours. The self-test adds your Baseline: an indicative status, score and priorities from your own answers and a scan of your website, so you can see where you stand and show that your company takes trust seriously. It is the first step towards a full Trust Review. Members can also receive the CGBB newsletter, with first access to new insights, research and white papers. How the Baseline is scored →
  1. 01Member email
  2. 02Your company
  3. 03A · Identity
  4. 04B · Reviews
  5. 05C · Compliance
  6. 06D · Transparency
  7. 07E · Localisation
  8. 08Confirm

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Your company

We use your company name and website to scan public data: your website, news coverage and how AI tools describe you.

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Main overseas markets
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AIdentifiability and consistency

Who are you, can outsiders confirm it, and do the sources match? Answer each check for your company as it is today. Choose Yes only if you could show a reviewer the evidence (a document, record or public page). Choose Not sure when you can’t confirm it; it counts as missing evidence, so your result stays conservative. N/A is for checks that don’t apply to your business.

A1Verifiable legal entity

Our main official channels name the legal entity that operates the brand.

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The entity's country or region of registration is stated.

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The entity can be verified in a government company registry or other official record.

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The link between the brand name and the operating entity is clear and traceable.

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A business address or other contact details matching the entity are published.

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A2Clear management and responsibility information

Management, founders or people with key operating responsibility can be identified.

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Where relevant, the company has an identifiable profile on LinkedIn or a similar professional platform.

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Key managers or overseas business leads have publicly verifiable professional identities.

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Clear, working customer, business or media contact channels are published.

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In important overseas markets, the responsible entity, team or contact can be identified.

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A3Consistent, current information across channels

Name, entity, location and main business match across the website, registry and main platforms.

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Different language versions of the website do not contradict each other on core facts.

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Where relevant, LinkedIn and similar profiles match the website and registry.

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Core company information is current, with nothing clearly out of date or invalid.

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BReviews and delivery record

What records have real customers and partners left? Answer each check for your company as it is today. Choose Yes only if you could show a reviewer the evidence (a document, record or public page). Choose Not sure when you can’t confirm it; it counts as missing evidence, so your result stays conservative. N/A is for checks that don’t apply to your business.

B1Customer feedback

Traceable customer ratings, reviews or complaint records exist.

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The company has a real track record on the main review, marketplace or complaint platforms in its markets.

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Review counts, dates and rating distributions can be obtained.

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The same complaint or negative experience recurs across records.Answer Yes if this happens.

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Complaints and disputes show a resolved, closed or follow-up status.

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Are there enough of these records to judge (for example dozens of reviews, or several partners)?

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Overall, customer reviews and complaints are:Only if there are enough records

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B2Partner delivery and cooperation record

Business relationships with customers, suppliers or buyers can be independently verified.

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There are traceable records of repeat orders, multi-year cooperation or long-term projects.

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Major clients, projects or partnerships the company names can be confirmed by those partners or other sources.

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Where relevant, third-party credit or payment records exist.

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There are confirmed major delivery disputes, long overdue payments, serious breaches or broken partnerships.Answer Yes if this happens.

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Are there enough of these records to judge (for example dozens of reviews, or several partners)?

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Overall, the record with customers, suppliers and partners is:Only if there are enough records

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B3Other real external experience

Where relevant, employees, professional users or other key stakeholders have left traceable feedback.

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The source, date and context of that feedback can be established.

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The platforms involved verify transactions or identities.

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The same experience or problem recurs across several records.Answer Yes if this happens.

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Main external sources contradict each other in ways that are not explained.Answer Yes if this happens.

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Are there enough of these records to judge (for example dozens of reviews, or several partners)?

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Overall, feedback from employees, professional users and other key stakeholders is:Only if there are enough records

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CCompliance and governance

Are the rules met, and are there material risks? Answer each check for your company as it is today. Choose Yes only if you could show a reviewer the evidence (a document, record or public page). Choose Not sure when you can’t confirm it; it counts as missing evidence, so your result stays conservative. N/A is for checks that don’t apply to your business.

C1Market access and required licences

The licences, registrations or certifications required to operate in the target markets have been obtained.

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They are currently valid.

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They can be checked in the regulator's, issuer's or another official database.

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A key licence has expired, been revoked or materially changed in scope.Answer Yes if this happens.

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Expired, revoked or out-of-scope licence information is still being used.Answer Yes if this happens.

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C2Compliance and governance foundations

There is a compliance owner, function or arrangement suited to our size and risks.

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Where relevant, business conduct, anti-bribery, anti-fraud or whistle-blowing mechanisms exist.

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Where relevant, data and privacy policies, owners or mechanisms exist.

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Main brands, products and technologies have verifiable IP ownership or rights to use.

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Regulated product claims (performance, health, safety, environment) are backed by verifiable evidence.

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Where relevant, labour and supply-chain rules are covered by policies or management systems.

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Where relevant, sanctions and export-control screening is in place.

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Other mandatory governance or compliance requirements are met, with evidence.

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Overall, which level best describes “compliance and governance foundations” today?

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C3Legal, regulatory and governance record

Which best describes your legal, regulatory and governance record in your main markets?

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!Major risk

Is there currently an unresolved major risk? (for example a serious safety, legal, regulatory or sanctions matter)

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Does it affect your right to operate in any market?

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DTransparency and response

When answers are needed, how does the company explain and act? Answer each check for your company as it is today. Choose Yes only if you could show a reviewer the evidence (a document, record or public page). Choose Not sure when you can’t confirm it; it counts as missing evidence, so your result stays conservative. N/A is for checks that don’t apply to your business.

In the past 12 months, did you receive complaints or disputes, or face a major issue, that needed a response?If not, the response checks below are skipped and these two indicators are capped at 3.

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D1Necessary disclosure

Information that customers, partners, staff and others need to judge us can be found through reasonable channels.

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Major factual claims state their data source, basis or method.

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Confirmed facts, forecasts and opinions are clearly distinguished.

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Important public information is updated or corrected when it materially changes.

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In major matters, confirmed facts relevant to stakeholders are explained, within legal limits.

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Overall, which level best describes “necessary disclosure” today?

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D2Complaint and dispute response

There is a clear channel for complaints, disputes or major issues.

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An internal owner or basic response process can be identified.

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In actual cases, the company has responded.

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When and how it responded can be verified.

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Responses state the facts confirmed so far, with evidence where needed.

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Responses set out a fix, remedy, responsibility or corrective plan.

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Overall, which level best describes “complaint and dispute response” today?

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D3Remediation and follow-up

Announced fixes, remedies or measures were actually carried out.

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They left verifiable results (case closed, compensation paid, recall completed, fix released, policy changed).

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Ongoing matters have follow-up updates.

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Measures or results are supported by sources outside the company.

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The same problem has happened again since.Answer Yes if this happens.

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Overall, which level best describes “remediation and follow-up” today?

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EResponsibility and localisation

What local, long-term record has the company built? Answer each check for your company as it is today. Choose Yes only if you could show a reviewer the evidence (a document, record or public page). Choose Not sure when you can’t confirm it; it counts as missing evidence, so your result stays conservative. N/A is for checks that don’t apply to your business.

E1Verifiable responsibility practice

There are responsibility practices, goals or projects linked to our business and local operations.

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Commitments have turned into actual actions, not only policies or publicity.

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Those actions have continued over time.

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They left observable, verifiable results or progress records.

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Third-party partners, certifications or assurance support them.

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Overall, which level best describes “verifiable responsibility practice” today?

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E2Local hiring and partnerships

We employ people locally in our overseas markets.

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We invest in local talent development or capability building.

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We work with local business partners, suppliers or other local partners.

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This hiring and cooperation has continued over time.

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These facts are supported by records outside the company.

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Overall, which level best describes “local hiring and partnerships” today?

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E3Community and long-term local relationships

We take part in local community, industry bodies or other local stakeholder activity.

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That participation has continued over time, beyond one-off events.

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Lasting cooperation or relationships visible to outsiders have formed.

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It left observable results for local operations, community relations or responsibility practice.

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Local partners, industry bodies, community organisations or other records support it.

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Overall, which level best describes “community and long-term local relationships” today?

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