Thank you for sending your enquiry! One of our team members will contact you shortly.
Thank you for sending your booking! One of our team members will contact you shortly.
Duration 21 hours
Course Outline
Establishing the Foundations
- Clarifying definitions for Brand, Brand Marketing, Identity, Perception, and Reputation
- The correlation between brand strength and a company’s financial performance
The Value of an Online Brand Audit
- Defining a brand’s digital footprint and its critical role in current business health
- How the aggregate of various touchpoints ultimately defines a brand’s image and perception
- Identifying the optimal timing for conducting an online brand audit
- The importance of performing Online Brand Audits on a regular basis
- Introducing the Online Brand Audit Framework and outlining what lies ahead
Business Context & Strategic Alignment
- Setting the stage by identifying the business’s current priorities, objectives, and any internal or external factors affecting the organization
- Defining the specific goals of the Brand Audit to ensure the framework maintains clear directional focus
Assessment of Digital Assets
- Evaluating a brand’s owned online channels for pros and cons to determine how the controlled online presence is perceived by customers
- Understanding how a brand’s own communications can either damage or enhance its image
- Providing a universal checklist of key elements all businesses should scrutinize when reviewing online assets
Online Reputation Assessment
- SEO Review: Recognizing that search engine ranking is a significant component of a brand’s online reputation
- Methods for evaluating and optimizing SEO practices today
- The impact of AI on SEO landscapes
- Reviewing both traditional and modern SEO guidelines
- Online Mentions: Analyzing quantitative and qualitative data to reveal a brand's authentic reputation and image
- Using online social listening to discover how target audiences and anonymous users discuss a brand online
- Web Analytics: Examining the key metrics that sustain an online business
- Diagnosing customer confusion versus increased engagement by analyzing critical website metrics such as traffic, bounce rate, page views, and conversion rates
Competitive Analysis
- Defining the industry sector
- Reviewing industry trends, future projections, and leading market players
- Compiling a list of key competitors
- Perceptual Mapping: Visually representing where a brand stands in the competitive landscape regarding brand perception
- Identifying the strengths and weaknesses of the brand’s positioning relative to its competitors
Brand Strategy and Tactical Planning
- Determining the brand’s desired positioning
- Formulating specific Brand Marketing Objectives
- Designing a conclusive Brand Strategy directly informed by the audit’s findings
- Creating an Integrated Marketing Communication plan to drive measurable results
- Developing Key Performance Indicators and a tracking system to monitor progress and success
Leveraging AI in Online Brand Audits
- Three specific areas where professionals can utilize AI to enhance efficiency in the auditing process
- Three critical areas where AI should be avoided when conducting an online brand audit
Requirements
- A fundamental grasp of marketing principles and terminology
This course is particularly relevant for teams or professionals who are:
- Considering a rebranding initiative
- Seeking to reposition or reinforce an existing brand’s market standing
- Expanding into new markets or verticals
- Attempting to engage new target audiences and customer segments
- Desiring to create brand strategies that align more closely with broader business objectives
- Aiming to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Facing damage to brand reputation/image or wishing to refine brand perception
- Seeking to diagnose specific issues within brand management
- In need of updating 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 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.
