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Duration 21 hours
Course Outline
Establishing the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
- The correlation between brand strength and a business’s financial performance
The Value of an Online Brand Audit
- Understanding a brand’s digital footprint and its critical importance for business health today
- How the accumulation of multiple touchpoints shapes a brand’s image and perception
- Timing for conducting an online brand audit
- The importance of regularly performing Online Brand Audits
- The Online Brand Audit Framework and what to expect
Business Overview & Alignment
- Setting the stage and identifying the business's current priorities, goals, and any micro or macro factors impacting the organisation
- Defining the objectives of the Brand Audit to ensure the framework has clear direction
Assessment of Online Assets
- Evaluating a brand’s owned online channels for strengths and weaknesses to see how a business’s controlled online presence is perceived by customers
- How a brand’s own communications can either harm or enhance brand image
- A universal checklist for what all businesses should consider when evaluating online assets
Online Reputation Audit
- SEO audit: A significant component of any brand’s online reputation is its search engine ranking
- Methods for evaluating and optimising SEO today
- The impact of AI on SEO
- Legacy and emerging SEO guidelines
- Online Mentions: Quantitative and qualitative data that reveals a brand's true reputation and image
- Using online social listening to uncover how target audiences and anonymous users discuss a brand online
- Web Analytics: Analysing the metrics that sustain an online business
- Diagnosing what may be confusing customers versus what is driving engagement by examining key website metrics: traffic, bounce rate, page views, and conversion rates
Competitive Analysis
- Defining the industry
- Industry trends, projections, and key players
- Identifying competitors
- Perceptual mapping: Visually plotting where a brand stands within a competitive landscape in terms of brand perception
- Identifying the strengths and weaknesses of the brand’s positioning compared to competitors
Brand Strategy and Tactics
- Determining the brand’s desired positioning
- Setting Brand Marketing Objectives
- Designing a concluding Brand Strategy directly informed by the audit’s results
- Developing an Integrated Marketing Communication plan to drive results
- Creating Key Performance Indicators and a tracking system to evaluate progress and success
Applying AI in an Online Brand Audit
- Three areas where professionals can leverage AI in the auditing process for efficiency
- Three areas where AI should be avoided when conducting an online brand audit
Requirements
- A fundamental understanding of marketing principles and terminology
This course is beneficial for teams or professionals:
- Considering a rebranding initiative
- Looking to reposition or strengthen existing brand positioning
- Expanding into new markets or verticals
- Aiming to reach new target audiences and customer segments
- Seeking to create brand strategies that better align with wider business goals
- Striving to build a more competitive brand
- Experiencing a decline in brand or marketing performance
- Managing damage to brand reputation/image or looking to refine brand image
- Wishing to diagnose challenges in brand management
- In need of updating marketing materials
- Addressing inconsistent brand elements such as: messaging, language, visuals, design, and overall feel
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.
