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AudienceLens

The FIRST task completed in preparing to create your brand story was the creation of your audience personas.
Yes
No
Persona creation included ALL of the following (check all that apply):
Identification of a realistic sample of customer buyers including multiple roles within a customer organization
Live interviews (in person or by phone) with all of your identified persona types
Interview questions designed to draw out answers centered... First, on their priorities; Second, on BOTH their professional and PERSONAL motivation behind those priorities (WHYs); Third, on how they PERSONALLY buy things within the context of their job (not just the official procurement process, but how they go about directing and/or influencing a purchase decision as part of that); Fourth, on why they chose your team to help them; Fifth, on why they value your help now and in the future
None apply
An SEO keyword analysis was performed and included ALL of the following:
Performed by an independent best practice SEO specialist
Keywords were analyzed, prioritized and integrated into the audience personas
Prioritized keywords are included the core messaging.
None apply
Personal, emotion-invoking words, words designed to trigger a connection to the audience WHYs, were deliberately used throughout the brand messaging.
Yes
No
Your core brand story does NOT include the brand-centric words “we”, “our”, “us”.
It does NOT
It does
Your core brand story consistently makes use of ALL 3 pillars of visual storytelling: infographics, video, and pictures.
Yes
No
Your core brand story includes clear calls-to-action throughout the messaging across digital and print assets.
Yes
No
Producing fresh customer stories and testimonials is a priority in the maturation of your brand story because they are produced at least quarterly.
Yes
No
There is consistency in the look, feel, and story that your audience experiences across brand assets from website to decks and beyond...even assets used by your team members not in sales and marketing.
Yes
No
If surveyed independently and asked to answer what the company does, most of your team of employees would have the same answer.
Yes
No
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