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Duration 21 hours
Course Outline
Establishing the Foundation
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation
- The correlation between brand strength and a business's bottom line
The Value of an Online Brand Audit
- Understanding a brand's digital footprint and its critical role in business health
- How the accumulation of touchpoints shapes brand image and perception
- Determining the optimal timing for conducting an online brand audit
- The importance of regular Online Brand Audits
- The Online Brand Audit Framework and upcoming topics
Business Context and Alignment
- Setting the context and identifying current business priorities, goals, and internal/external factors affecting the organization
- Defining the objectives of the Brand Audit to ensure the framework is clearly directed
Assessment of Online Assets
- Evaluating owned online channels for strengths and weaknesses to gauge how the controlled brand presence is perceived by customers
- Exploring how a brand's own communications can either damage or enhance its image
- A universal checklist of key elements to consider when evaluating online assets
Online Reputation Audit
- SEO audit: Examining how search engine rankings impact a brand's online reputation
- Current methods for evaluating and optimizing SEO
- The impact of AI on SEO practices
- Evolving SEO guidelines and best practices
- Online Mentions: Analyzing quantitative and qualitative data to reveal a brand's true reputation
- Using online social listening to understand how target audiences and anonymous users discuss the brand
- Web Analytics: Reviewing the metrics essential for the vitality of 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
- Industry trends, forecasts, and leading players
- Identifying the list of competitors
- Perceptual mapping: Visually representing a brand's position within the competitive landscape based on perception
- Revealing the strengths and weaknesses of brand positioning relative to competitors
Brand Strategy and Tactics
- Determining the desired brand positioning
- Formulating Brand Marketing Objectives
- Crafting a conclusive Brand Strategy directly based on audit findings
- Creating an Integrated Marketing Communication plan to drive results
- Developing Key Performance Indicators and a tracking system to monitor progress and success
The Role of AI in Online Brand Audits
- Three areas where professionals can utilize AI to enhance auditing efficiency
- Three areas where AI should be avoided during the online brand audit process
Requirements
- A foundational understanding of marketing principles and terminology.
This course is pertinent to teams and professionals who:
- Are considering a rebranding effort.
- Seek to reposition or enhance a brand's current positioning.
- Are expanding into new markets or verticals.
- Aim to engage new target audiences and customer segments.
- Want to develop brand strategies that better align with overarching business goals.
- Strive to build a more competitive brand.
- Are experiencing a decline in brand and marketing performance.
- Are dealing with reputational damage or wish to refine their brand image.
- Want to diagnose specific problem areas within brand management.
- Need to refresh their marketing materials.
- Are managing inconsistent brand elements such as messaging, tone, visuals, design, and overall feel.
Target Audience
- Marketing managers
- Marketing strategists
- Brand strategists
- Marketing decision-makers
- Marketing professionals in various roles
- 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.
