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Duration 21 hours
Course Outline
Establishing the Basics
- Defining core concepts: Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation
- The correlation between brand strength and financial bottom line
The Value of Online Brand Auditing
- Understanding a Brand’s Digital Footprint and its critical role in business health
- How the aggregation of touchpoints shapes overall brand image and perception
- Optimal timing for conducting online brand audits
- The significance of regular Online Brand Audit cycles
- The Online Brand Audit Framework and an overview of upcoming modules
Business Context & Alignment
- Aligning on current business priorities, goals, and external factors impacting the organization
- Setting clear objectives for the Brand Audit to ensure directional clarity within the framework
Assessing Digital Assets
- Evaluating owned online channels to identify how controlled brand presence resonates with customers
- Analyzing how internal communications can either support or detract from brand image
- A universal checklist for evaluating digital assets effectively
Online Reputation Review
- SEO Audit: Understanding search engine rankings as a key component of online reputation
- Current methods for evaluating and optimizing SEO performance
- The impact of AI on SEO dynamics
- Comparing legacy and modern SEO guidelines
- Online Mentions: Leveraging quantitative and qualitative data to reveal true brand reputation
- Using social listening to uncover how target audiences and anonymous users discuss the brand
- Web Analytics: Analyzing critical metrics that sustain online business operations
- Diagnosing customer confusion versus engagement through key metrics like traffic, bounce rate, page views, and conversions
Competitive Landscape Analysis
- Defining the industry scope
- Reviewing industry trends, forecasts, and key players
- Compiling a comprehensive list of competitors
- Creating a Perceptual Map to visualize brand standing within the competitive environment
- Identifying strengths and weaknesses in brand positioning relative to competitors
Strategic Brand Development
- Defining the desired brand positioning
- Setting Brand Marketing Objectives
- Designing a Brand Strategy directly derived from audit findings
- Creating an Integrated Marketing Communication plan to drive measurable results
- Establishing Key Performance Indicators (KPIs) and tracking systems to monitor progress
Strategic Use of AI in Audits
- Three key areas where professionals can leverage AI for audit efficiency
- Three areas where AI should be avoided during online brand auditing to ensure accuracy
Requirements
- A foundational grasp of marketing principles and terminology
This course is particularly relevant for teams or professionals:
- Contemplating a rebranding initiative
- Seeking to reposition or solidify existing brand positioning
- Expanding into new markets or industry verticals
- Aiming to connect with new target audiences or customer segments
- Desiring brand strategies that better align with overarching business goals
- Working to build a more competitive brand
- Facing a decline in brand and marketing performance
- Experiing reputational damage or wishing to refine brand image
- Looking to diagnose specific issues within brand management
- In need of updating marketing collateral
- Managing inconsistent brand elements such as messaging, tone, visuals, or design aesthetic
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.
