In today’s hyper-connected environment, a robust digital presence is vital for any business’s viability.
This live, instructor-led course is designed for marketing professionals at every level who want to bolster their organisation’s online brand positioning, assess performance, and manage reputation through a comprehensive Online Brand Audit.
Collectively, various digital touchpoints determine how your target market perceives your company and influences their decision to engage with you.
Performing an online brand audit has become a standard practice for organisations looking to assess and reinforce their positioning within specific markets.
Beyond evaluating the strengths and weaknesses of your owned digital assets, this audit examines how your brand is discussed on external platforms you do not control, providing a clear view of brand perception.
Upon completing this online brand audit process, you will be equipped to formulate a transformative brand marketing strategy that supports broader business objectives.
While categorised under 'Brand Management', this course intersects with multiple organisational disciplines, ranging from customer experience and digital user journeys to insight discovery, marketing strategy, and planning.
By the end of this training, participants will be able to:
- Assess a brand’s online presence to identify strengths and areas for improvement.
- Determine a business’s online reputation and image.
- Identify and reinforce a brand’s positioning within its market.
- Create a results-focused brand strategy and integrated digital marketing communication plan.
- Perform a competitive brand analysis and construct industry perceptual maps.
- Execute an SEO audit.
- Understand the latest SEO guidelines in the era of artificial intelligence.
- Gain insights into how various customer segments perceive a business and its offerings.
- Manage online social listening initiatives.
- Leverage AI to streamline routine brand audit processes.
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