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Duration 21 hours
Course Outline
Establishing the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation
- The correlation between brand strength and a business's bottom line
The Value of an Online Brand Audit
- Understanding a brand's digital footprint and why it is critical for business health
- How the combination of multiple touchpoints shapes brand image and perception
- Timing for conducting an online brand audit
- The importance of regular Online Brand Audits
- The Online Brand Audit Framework and upcoming modules
Business Overview & Alignment
- Establishing context and identifying current business priorities, goals, and internal/external factors
- Defining Brand Audit objectives to ensure clear directional focus
Assessment of Online Assets
- Evaluating owned online channels for strengths and weaknesses to gauge how the controlled brand presence is perceived
- How a brand's own communications can either harm or enhance brand image
- A universal checklist for evaluating online assets
Online Reputation Audit
- SEO audit: How search engine ranking contributes to online reputation
- Methods for evaluating and optimizing SEO today
- The impact of AI on SEO
- Traditional and modern SEO guidelines
- Online Mentions: Quantitative and qualitative data revealing true brand reputation
- Discovering how audiences and anonymous users discuss the brand via social listening
- Web Analytics: Analyzing metrics vital to online business health
- Identifying confusion vs. engagement through key website metrics: traffic, bounce rate, page views, and conversion rates
Competitive Analysis
- Defining the industry landscape
- Industry trends, forecasts, and key players
- Identifying competitors
- Perceptual map: Visualizing the brand's position within the competitive landscape based on perception
- Identifying strengths and weaknesses of brand positioning compared to competitors
Brand Strategy and Tactics
- Determining the desired brand positioning
- Developing Brand Marketing Objectives
- Designing a final Brand Strategy informed by audit results
- Creating an Integrated Marketing Communication plan to drive results
- Establishing Key Performance Indicators and a tracking system for progress evaluation
Utilizing AI in an Online Brand Audit
- Three areas where professionals can leverage AI for efficiency in auditing
- Three areas where AI should be avoided during an online brand audit
Requirements
- Familiarity with fundamental marketing principles and terminology
This course is relevant for teams or professionals who are:
- Considering a rebrand
- Seeking to reposition or strengthen an existing brand's positioning
- Expanding into new markets or verticals
- Aiming to reach new target audiences and customer segments
- Looking to create brand strategies that better align with broader business goals
- Striving to build a more competitive brand
- Experiencing a decline in brand and marketing performance
- Dealing with reputational damage or seeking to refine brand image
- Looking to diagnose issues within brand management
- Need to update marketing collateral
- Managing inconsistent brand elements such as messaging, tone, visuals, design, and overall feel
Audience
- Marketing managers
- Marketing strategists
- Brand strategists
- Marketing decision-makers
- Marketing professionals in any role
- 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.
