A strong digital presence is vital for business viability in today's connected world.
This instructor-led live training is targeted at marketing professionals of all levels who wish to bolster their company's online brand positioning, assess brand performance, and manage brand image and reputation through a thorough Online Brand Audit.
The cumulative effect of multiple online touchpoints ultimately dictates how target audiences perceive your company and whether they choose to do business with you.
An online brand audit has become a standard practice for businesses looking to evaluate and strengthen their brand positioning in specific markets.
In addition to reviewing owned online assets for strengths and weaknesses, this audit dissects how the brand is discussed on external online channels, providing insight into brand perception.
Upon completing the online brand audit, you will be empowered to develop a transformative brand marketing strategy aligned with broader business goals.
Although classified under 'Brand Management', this course touches upon numerous other organizational disciplines; including customer experience, online user journeys, insight generation, marketing strategy, and planning.
By the end of this training, participants will be able to:
- Assess a brand's online presence for strengths and weaknesses.
- Reveal a business's online reputation and image.
- Identify and enhance a brand's positioning within a specific market.
- Develop a results-driven brand strategy and an integrated online marketing communication plan.
- Perform competitive brand analysis and create industry perceptual maps.
- Carry out an SEO audit.
- Understand updated SEO guidelines in the era of AI.
- Discover valuable insights into how different customer groups perceive a business and its offerings.
- Implement online social listening techniques.
- Leverage AI to streamline routine brand audits.
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