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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
- The correlation 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 business health
- How the accumulation of touchpoints shapes brand image and perception
- Identifying the optimal timing for conducting an online brand audit
- The importance of routine Online Brand Audits
- Introducing the Online Brand Audit Framework and upcoming modules
Business Context and Alignment
- Aligning with current business priorities, goals, and macro/micro factors influencing the organization
- Defining the Brand Audit's objectives to ensure the framework has clear direction
Assessment of Online Assets
- Evaluating owned online channels to identify strengths and weaknesses in how the controlled brand presence is perceived by customers
- Analyzing how a brand's own communications can either enhance or harm its image
- Reviewing a universal checklist of critical elements for evaluating online assets
Online Reputation Review
- SEO Audit: Examining how search engine rankings impact online reputation
- Strategies for evaluating and optimizing SEO in the current landscape
- The impact of AI on SEO
- Comparing traditional and modern SEO guidelines
- Online Mentions: Analyzing quantitative and qualitative data to reveal true brand reputation and image
- Utilizing online social listening to understand how target audiences and anonymous users discuss the brand
- Web Analytics: Analyzing the metrics vital for online business vitality
- Diagnosing customer confusion versus engagement through key website metrics such as traffic, bounce rate, page views, and conversion rates
Competitive Landscape Analysis
- Defining the industry scope
- Reviewing industry trends, projections, and key players
- Compiling a list of competitors
- Creating a perceptual map to visualize the brand's position within the competitive landscape regarding brand perception
- Identifying the strengths and weaknesses of the brand's positioning relative to competitors
Brand Strategy and Tactics
- Defining the desired brand positioning
- Formulating Brand Marketing Objectives
- Designing a concluding Brand Strategy directly driven by audit findings
- Developing an Integrated Marketing Communication plan to drive results
- Establishing Key Performance Indicators and a tracking system to measure progress and success
Strategic Use of AI in Online Brand Audits
- Three areas where professionals can utilize AI to improve audit efficiency
- Three areas where AI usage should be avoided during an online brand audit
Requirements
- A foundational understanding of marketing principles and terminology
This course is particularly relevant for teams or professionals:
- Considering a rebranding initiative
- Seeking to reposition or reinforce existing brand positioning
- Expanding into new markets or verticals
- Aiming to engage new target audiences and customer segments
- Looking to develop brand strategies that better align with broader business goals
- Aspiring to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Facing reputational damage or seeking to refine brand image
- Looking to diagnose issues in brand management
- Needing to refresh marketing materials
- Managing inconsistent brand elements such as messaging, language, visuals, design, and overall feel
Audience
- Marketing managers
- Marketing strategists
- Brand strategists
- Marketing decision-makers
- Marketing professionals in various capacities
- 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.
