B2B Brand Management Training Course

A brand's digital presence is essential for a business's survival in today's connected world.

This instructor-led, live training is designed for marketing professionals at all levels who wish to strengthen a business's online brand positioning, evaluate brand performance, and manage brand image and reputation through a thorough Online Brand Audit.

The cumulative effect of multiple online touchpoints ultimately shapes how your target audiences perceive your company and whether they choose to do business with you.

Conducting an online brand audit has become standard practice for businesses seeking to evaluate and strengthen their brand positioning within a given market.

In addition to assessing your brand's owned online assets for strengths and weaknesses, this audit will examine how your brand is discussed on online channels your business does not control, providing a clear evaluation of brand perception.

By completing an online brand audit, you will be equipped to develop a transformative brand marketing strategy that aligns with broader business goals.

Although this course falls under the category of 'Brand Management', it intersects with numerous other disciplines within an organisation, ranging from customer experience and online user journeys to uncovering insights, and extending to marketing strategy and planning.

By the end of this training, participants will be able to:

• Evaluate a brand's online presence for strengths and weaknesses.
• Uncover a business's online reputation and image.
• Identify and strengthen a brand's positioning in a given market.
• Build a results-driven brand strategy and an integrated online marketing communication plan.
• Conduct a competitive brand analysis and develop industry perceptual maps.
• Conduct an SEO audit.
• Learn the updated SEO guidelines in the age of AI.
• Gain valuable insights into how different customer groups perceive a business and its products or services.
• Administer online social listening.
• Leverage AI to make conducting routine brand audits more efficient.

Understand marketing. Connect with your customers' emotions. Develop your own plan.

Align your marketing and business with customer expectations—and go beyond them.

Audience

This course is designed for all staff who need a broader perspective on their part of the business, their specific roles within it, and how they contribute to the organisation as a whole.

Format of the course

A combination of:

• Facilitated Discussions
• Slide Presentations
• Exercises

By the end of the workshop, attendees will be able to:

• Explain what a “brand” is and how they can influence it
• Understand the process for change strategies and their company’s position within them
• Detail the relevant principles underlying any change to a business
• Recognise the importance of customer and stakeholder relationships in the successful running of any business
• Define the financial aspects of a business and their own part in it
• Determine the key elements of negotiating to ensure the best possible outcome for their area of the business