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Duration 21 hours
Course Outline
Establishing the Fundamentals
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation
- The correlation between brand strength and a business's bottom line
The Impact of an Online Brand Audit
- Understanding a Brand's Digital Footprint and its critical role in business health
- How cumulative touchpoints ultimately shape brand image and perception
- Timing considerations for conducting an online brand audit
- The importance of regular Online Brand Audits
- The Online Brand Audit Framework and what to expect
Business Context & Alignment
- Aligning on current business priorities, goals, and any micro/macro factors affecting the organization
- Defining the objectives of the Brand Audit to ensure the framework has clear direction
Assessment of Online Assets
- Evaluating owned online channels to identify strengths and weaknesses in how the controlled brand presence is received by customers
- Examining 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 Assessment
- SEO Audit: A significant component of online reputation, focusing on search engine rankings
- Methods for evaluating and optimizing SEO in the current landscape
- The impact of AI on SEO
- Reviewing traditional and emerging SEO guidelines
- Online Mentions: Leveraging quantitative and qualitative data to reveal a brand's true reputation
- Using online social listening to understand how target audiences and anonymous users discuss a brand
- Web Analytics: Analyzing the metrics that sustain an online business
- Diagnosing customer confusion versus engagement drivers by examining key website metrics such as traffic, bounce rate, page views, and conversion rates
Competitive Analysis
- Defining the industry scope
- Reviewing industry trends, projections, and leading players
- Compiling a list of competitors
- Perceptual Mapping: Visually representing a brand's position within the competitive landscape based on brand perception
- Identifying the strengths and weaknesses of brand positioning relative to competitors
Brand Strategy and Tactics
- Determining the desired brand positioning
- Formulating Brand Marketing Objectives
- Designing a conclusive Brand Strategy driven by audit results
- Developing an Integrated Marketing Communication plan to drive outcomes
- Establishing Key Performance Indicators and a tracking system to measure progress and success
Strategic Use of AI in Online Brand Audits
- Three areas where professionals can utilize AI during the audit process for efficiency
- Three areas to avoid using AI when conducting an online brand audit
Requirements
- A foundational understanding of marketing principles and terminology
This course is suitable for teams or professionals who are:
- Considering a rebranding initiative
- Seeking to reposition or reinforce existing brand positioning
- Expanding into new markets or verticals
- Looking to reach new target audiences and customer segments
- Aiming to create brand strategies that better align with broader business goals
- Striving to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Facing challenges with brand reputation or seeking to refine brand image
- Looking to diagnose specific issues in brand management
- Need to update marketing materials
- Dealing with 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 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.
