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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 performance.
The Value of an Online Brand Audit
- Understanding a brand's digital footprint and its critical importance for modern business health.
- How the accumulation of multiple touchpoints shapes a brand's overall image and perception.
- Identifying the appropriate times to conduct an online brand audit.
- The significance of regular Online Brand Audits for sustained success.
- Overview of the Online Brand Audit Framework and upcoming modules.
Business Context and Alignment
- Setting the stage by identifying current business priorities, goals, and micro/macro factors influencing the organization.
- Defining clear objectives for the Brand Audit to ensure the framework is directed effectively.
Assessment of Digital Assets
- Evaluating owned online channels for strengths and weaknesses to understand how the controlled online brand presence is perceived by customers.
- Analyzing how internal communications can positively or negatively impact brand image.
- A universal checklist for evaluating online assets across all businesses.
Online Reputation Assessment
- SEO Audit: Examining search engine rankings as a key component of online reputation.
- Methods for evaluating and optimizing SEO strategies in the current landscape.
- The impact of AI on SEO methodologies.
- Comparing traditional and modern SEO guidelines.
- Online Mentions: Utilizing quantitative and qualitative data to reveal true brand reputation and image.
- Using online social listening to understand how target audiences and anonymous users discuss the brand.
- Web Analytics: Analyzing the key metrics that sustain an online business.
- Diagnosing customer confusion or engagement drivers through key website metrics such as traffic, bounce rate, page views, and conversion rates.
Competitive Landscape Analysis
- Defining the industry scope.
- Reviewing industry trends, forecasts, and leading market players.
- Compiling a comprehensive list of competitors.
- Creating a Perceptual Map: Visually representing a brand's position in the competitive landscape regarding brand perception.
- Identifying the strengths and weaknesses of the brand's positioning relative to competitors.
Brand Strategy and Execution
- Defining the desired brand positioning.
- Formulating specific Brand Marketing Objectives.
- Designing a final Brand Strategy directly informed by the audit results.
- Developing an Integrated Marketing Communication plan to drive measurable results.
- Establishing Key Performance Indicators (KPIs) and a tracking system to monitor progress and success.
Strategic Application of AI in Online Brand Audits
- Three areas where professionals can utilize AI to enhance audit efficiency.
- Three areas where AI should be avoided during the online brand audit process.
Requirements
- A fundamental understanding of marketing principles and terminology.
This course is particularly relevant for teams or professionals:
- Considering a brand rebranding initiative.
- Looking to reposition or strengthen an existing brand's market standing.
- Expanding into new markets or verticals.
- Aiming to engage new target audiences and customer segments.
- Seeking to create brand strategies that align more closely with overarching business goals.
- Focused on building a more competitive brand entity.
- Experiencing a decline in brand or marketing performance.
- Facing challenges with brand reputation/image or desiring to refine their brand identity.
- Looking to diagnose specific issues within their brand management processes.
- In need of updating marketing collateral and materials.
- Dealing with inconsistent brand elements, such as messaging, language, visuals, design, or overall feel.
Target Audience
- Marketing Managers
- Marketing Strategists
- Brand Strategists
- Senior 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.
