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Duration 21 hours
Course Outline
Foundational Concepts
- Defining core concepts: Brand, Brand Marketing, Identity, Perception, and Reputation
- The direct link between brand strength and business profitability
The Value of an Online Brand Audit
- Understanding the digital footprint and its critical role in business health
- How multiple touchpoints collectively shape brand image and perception
- Strategic timing for conducting an online brand audit
- The importance of regular audit cycles
- An introduction to the Online Brand Audit Framework
Business Context and Alignment
- Establishing current business priorities, goals, and macro/micro environmental factors
- Setting clear objectives to provide direction to the audit framework
Assessment of Digital Assets
- Evaluating owned online channels to identify strengths and weaknesses in controlled brand messaging
- Analyzing how internal communications can either harm or enhance brand image
- A universal checklist for evaluating key online assets
Reputation and Performance Analysis
- SEO audit: Assessing search engine rankings as a key component of online reputation
- Current methods for evaluating and optimizing SEO
- The impact of AI on search engine optimization
- Comparing traditional vs. modern SEO guidelines
- Online mentions: Analyzing quantitative and qualitative data to reveal true reputation
- Using social listening to understand how target audiences and general users discuss the brand
- Web analytics: Interpreting key metrics that sustain online business performance
- Diagnosing user confusion vs. engagement through traffic, bounce rates, page views, and conversion data
Competitive Landscape
- Defining the industry scope
- Reviewing industry trends, projections, and key competitors
- Mapping the competitive set
- Creating perceptual maps to visualize brand position relative to competitors
- Comparing brand positioning strengths and weaknesses against the market
Strategy and Implementation
- Defining the desired brand positioning
- Setting specific brand marketing objectives
- Formulating a brand strategy based on audit findings
- Developing an Integrated Marketing Communication (IMC) plan to drive results
- Establishing KPIs and tracking systems to measure progress
Leveraging AI in Auditing
- Three key areas where AI can enhance audit efficiency
- Three critical areas where AI should be avoided in brand auditing
Requirements
- Familiarity with core marketing principles and terminology
This course is ideal for teams and professionals who are:
- Considering a rebranding initiative
- Seeking to reposition or solidify their existing brand stance
- Expanding into new markets or industry verticals
- Aiming to attract new target demographics and customer segments
- Looking to align brand strategies more closely with wider business goals
- Working to build a more competitive brand proposition
- Experiencing a dip in brand or marketing performance
- Addressing reputational challenges or seeking to refine brand image
- Diagnosing specific pain points in their brand management approach
- Need to refresh outdated marketing collateral
- Struggling with inconsistencies in messaging, tone, visuals, or design elements
Target 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.
