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Duration 21 hours
Course Outline
Foundational Concepts
- Defining key terms: Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation.
- Understanding the correlation between brand strength and business financial performance.
The Value of Online Brand Auditing
- Defining a brand's digital footprint and its critical role in current business health.
- Analyzing how multiple touchpoints collectively shape brand image and perception.
- Identifying optimal timing for conducting online brand audits.
- The significance of maintaining a regular schedule for brand audits.
- An introduction to the Online Brand Audit Framework and subsequent topics.
Business Context and Alignment
- Establishing a baseline by identifying current business priorities, goals, and macro/micro factors.
- Setting clear objectives for the brand audit to ensure directional clarity.
Assessment of Online Assets
- Evaluating owned online channels to identify strengths and weaknesses in controlled brand presence.
- Analyzing how internal communications can either harm or bolster brand image.
- Reviewing a universal checklist for evaluating digital assets effectively.
Online Reputation Assessment
- SEO Audit: Understanding the impact of search engine rankings on brand reputation.
- Methods for evaluating and optimizing SEO in the current landscape.
- Exploring how AI has transformed SEO dynamics.
- Comparing traditional vs. modern SEO guidelines.
- Online Mentions: Utilizing quantitative and qualitative data to reveal true brand image.
- Using social listening to track how target audiences and anonymous users discuss the brand.
- Web Analytics: Analyzing critical metrics that sustain online business operations.
- Diagnosing user confusion vs. engagement drivers through key metrics like traffic, bounce rate, page views, and conversion rates.
Competitive Analysis
- Defining the industry scope.
- Reviewing industry trends, forecasts, and major players.
- Compiling a comprehensive list of competitors.
- Creating perceptual maps to visualize brand standing in the competitive landscape.
- Identifying comparative strengths and weaknesses in brand positioning.
Strategic Brand Tactics
- Determining the desired brand positioning.
- Formulating specific brand marketing objectives.
- Designing a brand strategy directly derived from audit findings.
- Developing an Integrated Marketing Communication plan to drive results.
- Establishing Key Performance Indicators (KPIs) and tracking systems for progress evaluation.
Strategic Use of AI in Brand Auditing
- Three key areas where professionals can leverage AI for efficiency.
- Three critical areas where AI should be avoided to maintain audit integrity.
Requirements
- A foundational understanding of core marketing principles and terminology.
This course is particularly relevant for teams and professionals who are:
- Considering a rebranding initiative.
- Looking to reposition or solidify existing brand positioning.
- Expanding into new markets or industry verticals.
- Seeking to engage new target audiences and customer segments.
- Aiming to create brand strategies that align more closely with broader business goals.
- Striving to build a more competitive brand presence.
- Experiencing a decline in brand or marketing performance.
- Dealing with reputational damage or seeking to refine brand image.
- Looking to diagnose specific pain points in brand management.
- Requiring updates to existing marketing materials.
- Managing inconsistent brand elements such as messaging, tone, visuals, or design aesthetics.
Target Audience
- Marketing Managers
- Marketing Strategists
- Brand Strategists
- Marketing Decision Makers
- Marketing Professionals in various capacities
- 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.
