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Course Outline
Laying the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
- The relationship between brand strength & a business’s bottom line
The Power of an Online Brand Audit
- What constitutes a Brand’s Digital Footprint and why is it critical for business health today?
- How the sum of multiple touchpoints ultimately shapes a brand’s image and perception
- Timing: When to conduct an online brand audit
- The importance of routinely conducting Online Brand Audits
- The Online Brand Audit Framework and what's to come
Business Overview & Alignment
- Establishing a baseline and identifying the business's current priorities, goals, and any micro/macro factors impacting the business as a whole
- Outlining the Brand Audit's objectives to ensure the framework has clear direction
Evaluation of Online Assets
- Evaluating a brand’s owned online channels for strengths and weaknesses to see how a business’s controlled online brand presence is coming across to customers
- How can a brand’s own communications either harm or help its image?
- A universal checklist of what all businesses should look out for when evaluating online assets
Online Reputation Audit
- SEO audit: A significant part of any brand’s online reputation is its search engine ranking
- Methods for evaluating and optimizing SEO today
- How AI has changed SEO
- The old and new SEO guidelines
- Online Mentions: The quantitative and qualitative data that uncovers a brand's true reputation and image
- Uncovering how target audiences and anonymous users speak about a brand online through online social listening
- Web Analytics: An analysis of the metrics that keep an online business alive
- Diagnosing and identifying what confuses customers versus what increases engagement by examining key website metrics: traffic, bounce rate, page views, and conversion rates
Competitive Analysis
- Defining the industry
- Industry trends, projections, and top players
- List of competitors
- Perceptual map: Visually mapping out where a brand stands within a competitive landscape in terms of brand perception
- Uncovering the strengths and weaknesses of the brand’s positioning in comparison to competitors
Brand Strategy and Tactics
- Determine the brand’s desired positioning
- Develop Brand Marketing Objectives
- Design a concluding Brand Strategy directly informed by the audit’s results
- Develop an Integrated Marketing Communication plan to drive results
- Develop Key Performance Indicators and a tracking system to evaluate progress and success
When to Use AI in an Online Brand Audit
- 3 areas where professionals can utilize AI in the auditing process for efficiency
- 3 areas to avoid using AI when conducting an online brand audit
Requirements
- A foundational understanding of marketing principles and terminology
This course is particularly relevant for teams or professionals who are:
- Considering a brand rebrand
- Seeking to reposition or strengthen existing brand positioning
- Expanding into new markets or industry verticals
- Aiming to reach new target audiences and customer segments
- Looking to create brand strategies that better align with overarching business goals
- Striving to build a more competitive brand
- Experiencing a decline in brand and marketing performance
- Facing damage to brand reputation or image, or wishing to refine the brand image
- Wanting to diagnose problem areas in brand management
- Needing to update marketing materials
- Dealing with inconsistent brand elements such as: messaging, language, visuals, design, tone, etc.
Target Audience
- Marketing managers
- Marketing strategists
- Brand strategists
- Marketing decision-makers
- Marketing professionals in any capacity
- Design and creative teams (secondary audience)
21 Hours
Testimonials (2)
Irma was attuned to us as learners and our business needs. It was clear that she was actively listening to us from the informed feedback she then provided.
Siobhan - Raintree
Course - Digital Marketing for Software-as-a-Service (SaaS)
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.
