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Duration 21 hours
Course Outline
Establishing the Foundation
- Defining core 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
- What constitutes a brand’s digital footprint and why it is critical for current business health
- How the accumulation of multiple touchpoints shapes overall brand image and perception
- Identifying the optimal timing for conducting an online brand audit
- The significance of performing regular Online Brand Audits
- An introduction to the Online Brand Audit Framework and upcoming topics
Business Context & Alignment
- Setting the stage: Identifying current business priorities, goals, and micro/macro factors influencing the organization
- Defining the objectives of the Brand Audit to ensure the framework has clear directional focus
Assessing Digital Assets
- Reviewing a brand’s owned online channels for strengths and weaknesses to understand how the controlled digital presence is perceived by customers
- Exploring how a brand’s own communications can either damage or enhance its image
- A universal checklist for key areas to monitor when evaluating online assets
Online Reputation Assessment
- SEO Audit: Analyzing search engine rankings, a significant component of online reputation
- Strategies for evaluating and optimizing SEO in the current landscape
- The impact of AI on SEO practices
- Comparing traditional and modern SEO guidelines
- Online Mentions: Leveraging quantitative and qualitative data to uncover true brand reputation
- Using online social listening to track how target audiences and anonymous users discuss the brand
- Web Analytics: Examining the key metrics that sustain online business viability
- Diagnosing customer confusion versus engagement drivers by analyzing website metrics such as traffic, bounce rate, page views, and conversion rates
Competitor Evaluation
- Defining the industry landscape
- Reviewing industry trends, forecasts, and key players
- Identifying the list of direct competitors
- Creating a perceptual map to visualize the brand’s position within the competitive set based on perception
- Identifying positioning strengths and weaknesses relative to competitors
Brand Strategy & Execution
- Determining the desired brand positioning
- Setting specific Brand Marketing Objectives
- Crafting a comprehensive Brand Strategy informed directly by the audit results
- Developing an Integrated Marketing Communication plan to drive measurable results
- Defining Key Performance Indicators (KPIs) and establishing a tracking system to monitor progress and success
Leveraging AI in Online Brand Audits
- Three specific areas where professionals can utilize AI to enhance audit efficiency
- Three scenarios where AI usage should be avoided during the brand audit process
Requirements
- Fundamental knowledge of marketing principles and terminology.
This course is particularly beneficial for teams or professionals:
- Contemplating a rebranding effort.
- Looking to reposition or reinforce an existing brand stance.
- Expanding into new markets or industry verticals.
- Seeking to engage new target audiences and customer segments.
- Aiming to craft brand strategies that align more closely with overarching business goals.
- Striving to build a more competitive brand identity.
- Experiencing a decline in brand visibility or marketing performance.
- Dealing with reputational challenges or seeking to refine the brand image.
- Looking to identify and diagnose issues within brand management.
- Requiring updates to marketing collateral.
- Managing inconsistent brand elements such as messaging, tone, visuals, and design aesthetics.
Target Audience
- Marketing Managers
- Marketing Strategists
- Brand Strategists
- 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.
