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Course Outline

Laying the Foundations

  • Defining Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
  • The relationship between brand strength and a business’s bottom line

The Power of an Online Brand Audit

  • What is a Brand’s Digital Footprint and why is it critical for business health today?
  • How the sum of multiple touch points ultimately shapes a brand’s image and perception
  • When to conduct an online brand audit
  • The importance of routinely conducting Online Brand Audits
  • The Online Brand Audit Framework and what's to come

Business Overview & Alignment

  • Level-setting and identifying the business's current priorities, goals, and any micro/macro factors impacting the business as a whole
  • Outlining the Brand Audit's objectives to ensure the framework has clear direction

Evaluation of Online Assets

  • Evaluating a brand’s owned online channels for strengths and weaknesses to see how a business’s controlled online brand presence is coming across to customers
  • How a brand’s own communications can either harm or help brand image?
  • A universal checklist of what all businesses should look out for when evaluating online assets

Online Reputation Audit

  • SEO audit: A significant part of any brand’s online reputation is how it is ranked by search engines
  • How can SEO be evaluated and optimized today?
  • How AI has changed SEO
  • The old and new SEO guidelines
  • Online Mentions: The quantitative and qualitative data that uncovers a brand's true reputation and image
  • Uncovering how target audiences and anonymous users speak about a brand online through online social listening
  • Web Analytics: An analysis of the metrics that keep an online business alive
  • Diagnose and identify what is either confusing customers vs what is increasing engagement by looking at key website metrics: traffic, bounce rate, page views, and conversion rates

Competitive Analysis

  • Defining the industry
  • Industry trends, projections, and top players
  • List of competitors
  • Perceptual map: visually mapping out where a brand stands within a competitive landscape in terms of brand perception
  • Uncovering the strengths and weaknesses of the brand’s positioning in comparison to competitors

Brand Strategy and Tactics

  • Determine the brand’s desired positioning
  • Develop Brand Marketing Objectives
  • Design a concluding Brand Strategy directly informed by the audit’s results
  • Develop an Integrated Marketing Communication plan to drive results
  • Develop Key Performance Indicators and a tracking system to evaluate progress and success

When to use AI in an Online Brand Audit

  • 3 areas professionals can utilize AI in the auditing process for efficiency
  • 3 areas to avoid using AI when conducting an online brand audit

Requirements

  • A foundational understanding of marketing principles and terminology

This course is relevant for teams or professionals who:

  • Are considering a rebrand
  • Wish to reposition or strengthen an existing brand position
  • Are expanding into a new market or industry vertical
  • Aim to reach new target audiences and customer segments
  • Seek to create brand strategies that better align with wider business goals
  • Aim to build a more competitive brand
  • Are experiencing a decline in brand and marketing performance
  • Are facing damage to brand reputation/image or wish to refine their brand image
  • Want to diagnose problem areas in brand management
  • Need to update marketing materials
  • Are dealing with inconsistent brand elements such as messaging, language, visuals, design, tone, etc.

Target Audience

  • Marketing managers
  • Marketing strategists
  • Brand strategists
  • Marketing decision-makers
  • Marketing professionals in any capacity
  • Design and creative teams (secondary audience)
 21 Hours

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