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Duration 21 hours
Course Outline
Establishing the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation
- The connection between brand strength and business financial performance
The Value of an Online Brand Audit
- Understanding a brand's digital footprint and its critical role in business health
- How the combination of touchpoints shapes brand image and perception
- Identifying the appropriate timing for conducting an online brand audit
- The importance of regularly performing Online Brand Audits
- Overview of the Online Brand Audit Framework and upcoming content
Business Context and Alignment
- Aligning on current business priorities, goals, and macro/micro factors affecting the organization
- Defining the objectives of the Brand Audit to ensure a clear directional framework
Assessment of Online Assets
- Evaluating owned online channels to identify strengths and weaknesses in controlled brand presence
- Understanding how internal communications can either enhance or damage brand image
- A universal checklist for evaluating online assets across all businesses
Online Reputation Assessment
- SEO audit: Understanding how search engine rankings impact online reputation
- Methods for evaluating and optimizing SEO in the current landscape
- The impact of AI on SEO practices
- Comparing traditional and emerging SEO guidelines
- Online Mentions: Analyzing quantitative and qualitative data to reveal true brand reputation
- Using online social listening to understand how target audiences and general users discuss the brand
- Web Analytics: Analyzing key metrics that sustain online business operations
- Diagnosing confusion vs. engagement by examining website metrics such as traffic, bounce rate, page views, and conversion rates
Competitive Analysis
- Defining the industry landscape
- Reviewing industry trends, projections, and key players
- Identifying the list of competitors
- Creating a perceptual map to visualize brand position within the competitive landscape
- Assessing brand positioning strengths and weaknesses relative to competitors
Brand Strategy and Execution
- Determining the desired brand positioning
- Formulating Brand Marketing Objectives
- Designing a final Brand Strategy based on audit findings
- Developing an Integrated Marketing Communication plan to drive results
- Establishing Key Performance Indicators (KPIs) and a tracking system to measure progress
Leveraging AI in Online Brand Audits
- Three areas where professionals can use AI to improve audit efficiency
- Three areas where AI should be avoided during the online brand audit process
Requirements
- A foundational understanding of marketing principles and terminology
This course is particularly relevant for teams or professionals who are:
- Considering a rebranding initiative
- Seeking to reposition or strengthen existing brand positioning
- Expanding into new markets or verticals
- Aiming to reach new target audiences and customer segments
- Looking to create brand strategies that align more closely with wider business goals
- Striving to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Addressing damage to brand reputation or seeking to refine brand image
- Diagnosing potential issues in brand management processes
- Need to update 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.
