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Components of identity

Test your knowledge

Test your knowledge

Let’s take a moment to review what you’ve learned in this course.

1. Which of the following terms describes a framework for an organisation that consists of its audience, promise, benefits, and personality and is used to guide an organisation’s visuals, messaging, and communication decisions?

Communication plan

Brand strategy

Brand architecture

Persona

* required

2. Which of the following terms describes a statement summarising what an organisation offers its target audience?

Brand strategy

Persona

Benefits

Promise

* required

3. What is the difference between a target audience and audience persona?

A persona is broader than a target audience

A persona is the average person within your target audience

A target audience is anyone that comes in contact with your organisation, but a persona is the group of people you most want to reach

A target audience is one person and a persona is a group of people

* required

4. Which of the following are examples of functional benefits that an organisation might offer its audience? (Select all that apply)

Peace of mind

Increase confidence

Free medical care

Career advice

A Bible

Renewed hope

* required

Course units

Unit 1: Identifying who we serve

Key terms and definitions (related to brand and strategy)

Aligning on the Process

Identify your audience: who are you primarily serving?

Who Is Your Target Audience?

Audience Personas

Questions to Ask Your Audience

Unit 2: Components of identity

Promise and Benefits

Identify your organisation’s promise and benefits

Identify your organisation’s personality

Unit 3: Completing the strategy

Write Down Your Organisation’s Brand Strategy

Using Your Strategy

Test your knowledge

Unit 4: Course Conclusion

Course evaluation

Offering

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