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Duration 21 hours
Course Outline
Establishing the Foundation
- Definitions of Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation.
- The correlation between brand strength and the company's financial bottom line.
The Value of an Online Brand Audit
- Understanding a brand's digital footprint and its critical role in 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 importance of performing regular Online Brand Audits.
- An overview of the Online Brand Audit Framework and upcoming modules.
Business Context & Alignment
- Setting the stage by identifying current business priorities, goals, and any micro or macro factors influencing the organization.
- Defining the objectives of the Brand Audit to ensure the framework has a clear direction.
Assessment of Digital Assets
- Evaluating owned online channels for strengths and weaknesses to understand how the controlled brand presence is perceived by customers.
- Analyzing how internal communications can either support or undermine brand image.
- Reviewing a universal checklist of key considerations for evaluating online assets.
Online Reputation Audit
- SEO Audit: Examining search engine rankings as a core component of online reputation.
- Current methods for evaluating and optimizing SEO.
- The impact of AI on SEO practices.
- Comparing traditional and modern SEO guidelines.
- Online Mentions: Using quantitative and qualitative data to uncover true brand reputation and image.
- Using social listening to understand how target audiences and anonymous users discuss the brand online.
- Web Analytics: Analyzing the key metrics that sustain online business operations.
- Diagnosing issues by examining key website metrics such as traffic, bounce rate, page views, and conversion rates to distinguish between confusion and engagement.
Competitive Analysis
- Defining the industry landscape.
- Reviewing industry trends, forecasts, and leading players.
- Compiling a list of direct competitors.
- Creating a perceptual map to visually position the brand within the competitive landscape based on perception.
- Identifying the strengths and weaknesses of the brand's positioning relative to competitors.
Brand Strategy & Tactics
- Determining the desired brand positioning.
- Formulating Brand Marketing Objectives.
- Designing a final Brand Strategy directly derived from audit findings.
- Developing an Integrated Marketing Communication plan to drive tangible results.
- Establishing Key Performance Indicators and tracking systems to measure progress and success.
Strategic Use of AI in Online Brand Audits
- Three areas where professionals can leverage AI to improve audit efficiency.
- Three areas where AI should be avoided during the brand audit process.
Requirements
- A foundational knowledge of core marketing principles and terminology.
This course is particularly relevant for teams or professionals who are:
- Exploring the possibility of a rebrand.
- Seeking to reposition or reinforce an existing brand identity.
- Expanding into new markets or verticals.
- Aiming to connect with new target audiences and customer segments.
- Striving to align brand strategies more closely with overarching business goals.
- Focused on building greater brand competitiveness.
- Experiencing a decline in brand or marketing performance.
- Managing damage to brand reputation or seeking to refine brand image.
- Diagnosing potential gaps in brand management processes.
- In need of refreshing outdated marketing materials.
- Addressing inconsistencies in brand elements such as messaging, tone, visuals, and design.
Target Audience
- Marketing Managers
- Marketing Strategists
- Brand Strategists
- Key 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.
