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Duration 21 hours
Course Outline
Building the Foundation
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception, and 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 why it is critical for business health today.
- How the accumulation of multiple touchpoints shapes a brand’s image and perception.
- Determining when to conduct an online brand audit.
- The importance of performing Online Brand Audits regularly.
- An overview of the Online Brand Audit Framework and what follows.
Business Context & Alignment
- Establishing context and identifying current business priorities, goals, and micro/macro factors affecting the organisation.
- Defining the objectives of the Brand Audit to ensure the framework has clear direction.
Assessment of Digital Assets
- Evaluating a brand’s owned digital channels for strengths and weaknesses to gauge how the controlled online presence is received by customers.
- Exploring how a brand’s own communications can either harm or enhance its image.
- A universal checklist of key factors to consider when evaluating digital 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 in the current landscape.
- How AI has transformed SEO practices.
- Comparing traditional and modern SEO guidelines.
- Online Mentions: Using quantitative and qualitative data to uncover a brand’s true reputation and image.
- Discovering how target audiences and general users perceive a brand online through social listening.
- Web Analytics: Analysing the metrics that sustain an online business.
- Diagnosing factors that confuse customers versus those that boost engagement by examining key website metrics: traffic, bounce rate, page views, and conversion rates.
Competitive Analysis
- Defining the industry sector.
- Reviewing industry trends, projections, and leading players.
- Identifying a comprehensive list of competitors.
- Perceptual Mapping: Visually positioning a brand within the competitive landscape based on perception.
- Identifying the strengths and weaknesses of the brand’s positioning relative to competitors.
Brand Strategy & Execution
- Determining the brand’s desired positioning.
- Formulating Brand Marketing Objectives.
- Designing a conclusive Brand Strategy directly informed by the audit’s findings.
- Developing an Integrated Marketing Communication plan to drive results.
- Establishing Key Performance Indicators (KPIs) and a tracking system to monitor progress and success.
Leveraging AI in an Online Brand Audit
- Three areas where professionals can utilise AI in the auditing process to improve efficiency.
- Three areas where AI usage should be avoided when conducting an online brand audit.
Requirements
- A foundational understanding of marketing principles and terminology.
This course is highly relevant for teams or professionals:
- Considering a rebrand.
- Looking to reposition or strengthen existing brand positioning.
- Expanding into new markets or industry verticals.
- Aiming to reach new target audiences and customer segments.
- Seeking to create brand strategies that better align with broader business goals.
- Looking to build a more competitive brand.
- Experiencing a decline in brand or marketing performance.
- Facing damage to brand reputation or image, or wishing to refine it.
- Looking to identify problem areas in brand management.
- In need of updating marketing materials.
- Dealing with inconsistent brand elements such as messaging, tone, visuals, design, and overall feel.
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.
