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Duration 21 hours
Course Outline
Establishing the Fundamentals
- Clarifying concepts: Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
- The correlation 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 role in modern business health
- How the aggregation of multiple touch points shapes overall brand image and perception
- Identifying the optimal timing for conducting an online brand audit
- The strategic importance of regular Online Brand Audits
- The Online Brand Audit Framework and an overview of upcoming modules
Business Context & Strategic Alignment
- Aligning with current business priorities, goals, and external macro/micro factors affecting the organization
- Defining clear objectives for the Brand Audit to ensure a directed and effective framework
Assessment of Digital Assets
- Analyzing owned online channels for strengths and weaknesses to understand how the controlled brand presence is perceived by customers
- Exploring how internal brand communications can either support or undermine brand image
- A universal checklist of critical elements to monitor when evaluating online assets
Online Reputation Assessment
- SEO Audit: Examining search engine rankings, a key component of online reputation
- Methods for evaluating and optimizing SEO in the current landscape
- The transformative impact of AI on Search Engine Optimization
- Evolving SEO guidelines: traditional vs. modern approaches
- Online Mentions: Leveraging quantitative and qualitative data to reveal true brand reputation
- Using online social listening to understand how target audiences and general users discuss the brand
- Web Analytics: Reviewing the key metrics that sustain an online business
- Diagnosing customer confusion versus engagement drivers by analyzing key website metrics: 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
- Perceptual Mapping: Visually positioning the brand within the competitive landscape based on perception
- Identifying positioning strengths and weaknesses relative to competitors
Brand Strategy & Tactical Execution
- Determining the desired future brand positioning
- Formulating specific Brand Marketing Objectives
- Crafting a conclusive Brand Strategy directly derived from audit findings
- Developing an Integrated Marketing Communication plan focused on driving results
- Establishing Key Performance Indicators and a tracking system to measure progress and success
Strategic Use of AI in Online Brand Audits
- Three key areas where professionals can leverage AI to improve audit efficiency
- Three specific areas where AI use should be avoided during the brand audit process
Requirements
- Familiarity with core marketing principles and terminology.
This course is particularly relevant for teams and professionals who are:
- Exploring a rebranding initiative.
- Seeking to reposition or fortify an existing brand strategy.
- Expanding into new markets or industry verticals.
- Aiming to engage new target audiences and customer segments.
- Desiring brand strategies that are more tightly aligned with overarching business goals.
- Working to build a more competitive brand identity.
- Observing a decline in brand or marketing performance metrics.
- Managing reputational challenges or seeking to refine the brand image.
- Looking to diagnose specific issues within brand management processes.
- Requiring updates to existing marketing collateral.
- Addressing inconsistencies in brand elements such as messaging, tone, visuals, design, and 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.
