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Duration 21 hours
Course Outline
Establishing the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
- The connection 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 current business health
- How the combination of multiple touchpoints shapes a brand's image and perception
- Identifying the optimal timing for conducting an online brand audit
- The importance of regularly performing Online Brand Audits
- An overview of the Online Brand Audit Framework and subsequent topics
Business Overview & Alignment
- Setting the stage by identifying current business priorities, goals, and micro/macro factors impacting the organization
- Defining the objectives of the Brand Audit to ensure the framework has a clear direction
Assessment of Online Assets
- Evaluating owned online channels for strengths and weaknesses to understand how the controlled online brand presence is perceived by customers
- Exploring how a brand's own communications can either damage or support brand image
- A universal checklist of key elements businesses should monitor when evaluating online assets
Online Reputation Audit
- SEO audit: Understanding how search engine rankings form a significant part of online brand reputation
- Methods for evaluating and optimizing SEO in the current landscape
- The impact of AI on SEO
- Comparing old and new SEO guidelines
- Online Mentions: Analyzing quantitative and qualitative data to uncover a brand's true reputation and image
- Discovering how target audiences and anonymous users discuss the brand online via social listening
- Web Analytics: Examining the metrics that sustain an online business
- Diagnosing customer confusion versus engagement drivers by analyzing key website metrics: 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 brand's desired positioning
- Formulating Brand Marketing Objectives
- Designing a final Brand Strategy directly informed by audit results
- Creating an Integrated Marketing Communication plan to drive results
- Establishing Key Performance Indicators and a tracking system to measure progress and success
Applying AI in Online Brand Audits
- Three areas where professionals can leverage AI during the auditing process for efficiency
- Three areas where AI should be avoided when conducting an online brand audit
Requirements
- A fundamental understanding of marketing principles and terminology
This course is particularly relevant for teams or professionals:
- Contemplating a rebrand
- Seeking to reposition or strengthen existing brand positioning
- Expanding into new markets or verticals
- Aiming to reach new target audiences and customer segments
- Looking to create brand strategies that align better with wider business goals
- Working to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Dealing with damage to brand reputation or image, or wishing to refine the brand image
- Looking to diagnose problem areas in brand management
- Need to update 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 capacity
- 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.
