FST Assessment

Q1. I am sure of my organisation’s brand proposition and its wider brand purpose

Strongly disagree

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Strongly agree

Q2. I am clear about the assets that make up our brand

Strongly disagree

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Strongly agree

Q3. I believe our brand is truly reflective of who we are

Strongly disagree

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Strongly agree

Q4. Our employees are passionate brand ambassadors

Strongly disagree

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Strongly agree

Q5. All our brand assets are consistent and coherent

Strongly disagree

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Strongly agree

Q1. Our industry and interested parties are aware of who we are and what we do

Strongly disagree

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Strongly agree

Q2. Our ideal customers understand how we can specifically address their business challenges

Strongly disagree

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Strongly agree

Q3. It is clearly understood how and why we are different

Strongly disagree

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Strongly agree

Q4. All our brand activity is benchmarked against our brand purpose to ensure consistency

Strongly disagree

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Strongly agree

Q5. Our brand look, tone and feel is consistent across all formats and media

Strongly disagree

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Strongly agree

Q1. We know what our ideal customers look like

Strongly disagree

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Strongly agree

Q2. We have a regular flow of new business

Strongly disagree

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Strongly agree

Q3. We have tried and tested the most relevant marketing channels to find what works best for us

Strongly disagree

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Strongly agree

Q4. We understand the primary reasons leads do not convert

Strongly disagree

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Strongly agree

Q5. We understand our potential customers’ challenges and we leverage this knowledge to communicate with them effectively

Strongly disagree

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Strongly agree

Q1. We test and collect user feedback regularly, at least on a quarterly basis

Strongly disagree

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Strongly agree

Q2. Our user experience (UX) is measured and documented so we are aware of the progress and rationale behind any changes

Strongly disagree

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Strongly agree

Q3. We understand that UX is just as important as financial gain and we invest in improving UX throughout our digital products

Strongly disagree

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Strongly agree

Q4. Everyone is aware that user behaviours pivot regularly, and we need to adapt to provide a consistent valuable experience

Strongly disagree

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Strongly agree

Q5. We regularly review whether our UX is living up to our customers’ expectations by speaking with them directly

Strongly disagree

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Strongly agree

Q1. We review our products and services constantly to ensure they are delivering maximum value to our customers

Strongly disagree

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Strongly agree

Q2. We have a dedicated CRO team or programme

Strongly disagree

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Strongly agree

Q3. We engage directly with our customers to validate any ideas we have to improve our products and services

Strongly disagree

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Strongly agree

Q4. Our website is under the control of marketing (not IT), aided by a flexible content management system

Strongly disagree

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Strongly agree

Q5. Our analytics tools are fully integrated into our marketing automation platforms and CRM

Strongly disagree

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Strongly agree

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