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Duration 21 hours
Course Outline
Establishing the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation
- The correlation between brand strength and a business's financial bottom line
The Value of an Online Brand Audit
- Understanding a brand's digital footprint and its critical role in modern business health
- How the aggregate of multiple touchpoints ultimately shapes brand image and perception
- Determining the appropriate timing for conducting an online brand audit
- The significance of regularly performing Online Brand Audits
- An overview of the Online Brand Audit Framework and subsequent steps
Business Context and Alignment
- Setting the context by identifying current business priorities, goals, and micro/macro factors influencing the organization
- Defining the objectives of the Brand Audit to ensure the framework has a clear direction
Assessment of Online Assets
- Evaluating the strengths and weaknesses of a brand's owned online channels to assess how the controlled digital presence is perceived by customers
- Exploring how a brand's own communications can either damage or support its image
- A universal checklist for evaluating online assets applicable to all businesses
Online Reputation Audit
- SEO audit: Examining how search engine rankings form a significant part of a brand's online reputation
- Methods for evaluating and optimizing SEO in the current digital environment
- The impact of AI on SEO practices
- Comparing traditional and modern SEO guidelines
- Online Mentions: Analyzing quantitative and qualitative data to uncover true brand reputation and image
- Using online social listening to discover how target audiences and anonymous users discuss the brand
- Web Analytics: Reviewing the key metrics that sustain an online business
- Diagnosing customer confusion versus engagement drivers by analyzing key website metrics such as traffic, bounce rate, page views, and conversion rates
Competitive Analysis
- Defining the industry landscape
- Reviewing industry trends, projections, and leading players
- Identifying the list of competitors
- Creating a perceptual map to visually position the brand within the competitive landscape based on perception
- Identifying the strengths and weaknesses of the brand's positioning relative to competitors
Brand Strategy and Tactics
- Determining the desired brand positioning
- Developing Brand Marketing Objectives
- Designing a concluding Brand Strategy directly informed by the audit's findings
- Creating an Integrated Marketing Communication plan to drive results
- Establishing Key Performance Indicators and a tracking system to monitor progress and success
Leveraging AI in an Online Brand Audit
- Three areas where professionals can utilize AI to enhance auditing efficiency
- Three areas where AI should be avoided when conducting an online brand audit
Requirements
- A foundational grasp of marketing principles and terminology
This course is highly relevant to teams or professionals:
- Considering a rebranding initiative
- Seeking to reposition or strengthen existing brand positioning
- Expanding into new markets or verticals
- Striving to reach new target audiences and customer segments
- Looking to create brand strategies that better support wider business goals
- Aiming to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Dealing with damage to brand reputation or seeking to refine the brand image
- Wanting to diagnose specific problem areas within brand management
- Needing to refresh marketing materials
- Managing inconsistent brand elements such as messaging, language, visuals, design, and overall feel
Target Audience
- Marketing managers
- Marketing strategists
- Brand strategists
- Marketing decision-makers
- Marketing professionals in any role
- Design and creative teams (secondary audience)
Testimonials (1)
Found the entire two days of training very informative and educational, but the content covered on Day 2 (Social Media & Mobile Marketing, Analytics, as well as Strategy & Planning) was the most valuable to me as it relates directly to my current line of work.
