In today’s interconnected landscape, a robust digital presence is vital for a business’s continued success.
This live, instructor-led training is designed for marketing professionals at every level who aim to enhance their organization’s online brand positioning, assess brand performance, and oversee brand image and reputation through a comprehensive Online Brand Audit.
The collective impact of various online touchpoints will ultimately determine how your target audience perceives your company and whether they choose to transact with you.
Conducting an online brand audit has become a standard practice for companies seeking to evaluate and reinforce their brand positioning within a specific market.
Beyond assessing the strengths and weaknesses of your owned online assets, this audit examines how your brand is discussed on external channels you do not control, providing a deeper evaluation of brand perception.
Upon completing an online brand audit, you will be equipped to craft a transformative brand marketing strategy that supports broader business objectives.
While categorized under 'Brand Management', this course intersects with numerous other organizational disciplines; ranging from customer experience and online user journeys to insight discovery and strategic marketing planning.
By the conclusion of this training, participants will be capable of:
- Assessing a brand’s online presence to identify strengths and weaknesses.
- Revealing a business’s online reputation and public image.
- Identifying opportunities to reinforce a brand’s positioning within a specific market.
- Developing a results-oriented brand strategy and an integrated online marketing communication plan.
- Performing a competitive brand analysis and creating industry perceptual maps.
- Executing an SEO audit.
- Understanding updated SEO guidelines in the era of AI.
- Gaining valuable insights into how diverse customer segments perceive a business and its offerings.
- Implementing online social listening initiatives.
- Leveraging AI to streamline the process of routine brand audits.
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