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Duration 21 hours
Course Outline
Establishing the Foundation
- Defining key concepts: Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation.
- Understanding the link between brand strength and a business’s financial bottom line.
The Value of an Online Brand Audit
- What constitutes a brand’s digital footprint and why it is vital for business health in the modern era.
- How the accumulation of touchpoints shapes overall brand image and public perception.
- Identifying the optimal times to conduct an online brand audit.
- The importance of regularly performing Online Brand Audits.
- An overview of the Online Brand Audit Framework and subsequent topics.
Business Context & Alignment
- Establishing context by identifying current business priorities, goals, and macro/micro factors affecting the organization.
- Defining clear objectives for the Brand Audit to ensure the framework remains directed and purposeful.
Assessment of Digital Assets
- Evaluating owned online channels to identify strengths and weaknesses, assessing how the controlled digital presence resonates with customers.
- Exploring how internal brand communications can either enhance or damage brand image.
- Utilizing a universal checklist for key areas to monitor when evaluating online assets.
Online Reputation Assessment
- SEO Audit: Analyzing how search engine rankings impact a brand’s online standing.
- Methods for evaluating and optimizing SEO strategies in the current landscape.
- The impact of AI on SEO practices.
- A comparison of traditional versus modern SEO guidelines.
- Online Mentions: Utilizing quantitative and qualitative data to reveal true brand reputation and image.
- Using social listening to understand how target audiences and anonymous users discuss the brand online.
- Web Analytics: Examining the key metrics that drive online business success.
- Diagnosing customer confusion versus engagement by analyzing key website metrics such as traffic, bounce rate, page views, and conversion rates.
Competitive Landscape Analysis
- Defining the relevant industry sector.
- Reviewing industry trends, future projections, and key market players.
- Identifying the list of direct and indirect competitors.
- Creating a perceptual map to visually position the brand within the competitive landscape based on perception.
- Analyzing the strengths and weaknesses of brand positioning relative to competitors.
Brand Strategy & Execution
- Determining the desired future state for brand positioning.
- Setting specific Brand Marketing Objectives.
- Designing a comprehensive Brand Strategy directly derived from audit findings.
- Developing an Integrated Marketing Communication plan to drive tangible results.
- Establishing Key Performance Indicators (KPIs) and a tracking system to monitor progress and success.
Leveraging AI in Online Brand Audits
- Three areas where professionals can effectively use AI to improve auditing efficiency.
- Three critical areas where AI should be avoided during an online brand audit.
Requirements
- A fundamental grasp of core marketing principles and terminology.
This course is particularly relevant for teams or professionals who are:
- Considering a complete brand overhaul.
- Seeking to reposition or reinforce an existing brand strategy.
- Expanding into new markets or industry verticals.
- Aiming to capture new target audiences and customer segments.
- Looking to develop brand strategies that align more closely with overall business goals.
- Striving to build a more competitive brand presence.
- Experiencing a dip in brand or marketing performance.
- Facing challenges with brand reputation or image, or looking to refine these aspects.
- Seeking to diagnose specific pain points in brand management.
- In need of refreshing marketing collateral and materials.
- Dealing with inconsistencies in brand elements such as messaging, tone of voice, visuals, design, and overall feel.
Target Audience
- Marketing Managers
- Marketing Strategists
- Brand Strategists
- Key Marketing Decision Makers
- Marketing professionals in various roles.
- Design and Creative teams (as secondary stakeholders).
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.
