1. Say what your brand is.
2. Explain your brand’s conversion point. When does a “potential customer” become a “customer”? What action does the user take?
3. Describe how the brand addresses users each of the funnel’s six steps. What actions does the brand take to address users at each stage? And how does the brand attempt to move users through the funnel? Show examples of site, social, app or ad content.
4. Does the brand seem successful at moving users through its funnel? What hurdles might the brand face in moving users through to “advocacy”?