Case Study: Sopra Steria - Brand Audit

AI Innovation

INDUSTRY: IT Services & Cybersecurity

Sopra Steria: Turning Brand Consistency into Commercial Relevance

Digital Properties audited

Sector: IT Services & Cybersecurity

125

Page-persona evaluations

Size: Global enterprise, $2B revenue

Buyer persona activated

Project: AI-powered customer-centric brand audit

Context
Sopra Steria’s Benelux team questioned whether their brand was being applied consistently across digital properties. At the heart of that question was a need to ensure that centrally developed messaging aligned with the realities of their local market and target buyers.

Reframe
The initial lens focused on visual and brand compliance. The work reframed the question around how the brand is experienced by real buyers navigating awareness, evaluation, and decision stages. The focus shifted from internal consistency to external effectiveness.

Solution
We developed five buyer personas and audited 25 digital properties through each persona’s lens. Using AI to handle scale, we assessed 125 page–persona combinations – replacing subjective brand debate with objective evidence of how content performs against real buyer criteria.

Innovation
The methodology scored content based on how it serves the buyer, not how well it follows internal guidelines. The audit process is repeatable and can be applied to future properties.

The Impact

The audit provided objective evidence of how content performs against real buyer criteria. It shifted opinion-led brand discussions with structured insight and introduced a repeatable, customer-centric evaluation framework adopted for ongoing use.

Read the full case study

Sopra Steria Benelux set out to assess whether their brand was being applied consistently across website, campaigns, and social channels. Beneath that request was a broader need to ensure that centrally developed messaging aligned with the realities of their regional market and target buyers.

We developed five buyer personas and conducted an AI-supported audit across 25 digital properties from each persona’s perspective.

The outcome was not a brand compliance review, but a structured, repeatable framework for evaluating brand effectiveness based on customer relevance.

Operating in IT services and cybersecurity, Sopra Steria competes in complex B2B environments involving multiple stakeholders and extended decision cycles.

In this context, clarity and relevance directly influence engagement, trust, and pipeline momentum. The objective was to strengthen alignment between messaging and buyer decision criteria across the full customer journey.

The initial question centred on brand consistency across digital channels – whether guidelines were being applied correctly and assets aligned with central standards.

As we examined the brief more closely, it became clear that consistency alone would not solve the problem. The more meaningful question was how the brand was experienced by the people Sopra Steria needed to win – across awareness, evaluation, and selection stages.

This reframed the work from internal compliance to external effectiveness. The focus shifted toward how clearly the brand articulates value, addresses buyer pressures, and supports decision-making in real commercial contexts.

1. Buyer Persona Foundation

We developed five buyer personas grounded in sector pressures, decision context, and risk considerations. These personas reflected how different stakeholders evaluate IT and cybersecurity providers.

2. AI-Supported Multi-Property Audit

We audited 25 digital properties, including web pages, campaign assets, and social channels, across five personas, resulting in 125 structured evaluations.

AI handled the combinatorial scale, while human judgement defined evaluation criteria and interpretation.

3. Customer-Centric Scoring Framework

Content was assessed against:

Relevance to buyer challenges

Clarity of value proposition

Strength of decision support

Alignment with customer journey stage

This created a comparable scoring model rather than subjective commentary.

The brand audit provided structured evidence and it enabled stakeholders to prioritise change based on impact, than preference.

More significantly, it shifted the internal lens toward customer-first thinking. By examining messaging through the realities of target buyers, the team adopted a more systematic approach to brand evaluation and content development.

The methodology was adopted as an ongoing process, embedding a repeatable, data-informed framework within the marketing function.

This work clarified how messaging supports buyer decision-making across digital properties. Sopra Steria gained a structured approach to evaluating and improving brand effectiveness over time.

The work introduced a repeatable evaluation framework – giving the team a consistent way to assess how their messaging lands with customers.

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