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Duration 21 hours
Course Outline
Establishing the Foundation
- Defining key concepts: Brand, Brand Marketing, Identity, Perception, and Reputation
- The link between brand strength and business profitability
The Value of an Online Brand Audit
- Understanding a brand’s digital footprint and its critical role in business health
- How multiple touchpoints collectively shape brand image and perception
- Identifying the optimal timing for conducting an online brand audit
- The significance of regular Online Brand Audits
- Introduction to the Online Brand Audit Framework and course roadmap
Business Context & Alignment
- Aligning with current business priorities, goals, and internal/external factors
- Defining the objectives of the Brand Audit to ensure strategic direction
Assessment of Online Assets
- Evaluating owned online channels to understand how the controlled brand presence is perceived
- Analyzing how internal communications can positively or negatively impact brand image
- A comprehensive checklist for evaluating online assets
Online Reputation Analysis
- SEO Audit: Understanding the impact of search engine rankings on brand reputation
- Methods for evaluating and optimizing SEO today
- The evolution of SEO in the age of AI
- Comparing traditional and modern SEO guidelines
- Online Mentions: Leveraging quantitative and qualitative data to reveal true reputation
- Using social listening to understand how audiences and anonymous users discuss the brand
- Web Analytics: Examining the key metrics that sustain an online business
- Diagnosing confusion versus engagement by analyzing traffic, bounce rate, page views, and conversion rates
Competitive Landscape
- Defining the industry scope
- Analyzing industry trends, projections, and key players
- Identifying the list of competitors
- Creating a perceptual map to visualize brand standing in the competitive landscape
- Comparing brand positioning strengths and weaknesses against competitors
Strategic Brand Planning & Tactics
- Defining the desired brand positioning
- Setting Brand Marketing Objectives
- Formulating a Brand Strategy directly based on audit findings
- Creating an Integrated Marketing Communication plan to drive results
- Establishing KPIs and tracking systems to monitor progress and success
AI Integration in Online Brand Audits
- Three key areas where professionals can use AI to improve auditing efficiency
- Three areas where AI should be avoided in online brand audits
Requirements
- Fundamental knowledge of marketing principles and terminology
This course is suitable for teams or professionals:
- Considering a brand rebranding initiative
- Seeking to reposition or reinforce existing brand positioning
- Expanding into new markets or industry verticals
- Aiming to engage new target audiences and customer segments
- Desiring brand strategies that align more closely with broader business goals
- Striving to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Facing damage to brand reputation or seeking to refine brand image
- Looking to diagnose issues within brand management
- Needing to refresh marketing materials
- Managing inconsistent brand elements such as messaging, language, visuals, design, and overall feel
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.
