Thank you for sending your enquiry! One of our team members will contact you shortly.
Thank you for sending your booking! One of our team members will contact you shortly.
Duration 21 hours
Course Outline
Establishing Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception, and Brand Reputation.
- The connection 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 crucial for business health in the current climate.
- How the accumulation of multiple touchpoints shapes a brand’s image and perception.
- Identifying the optimal timing for conducting an online brand audit.
- The importance of regular Online Brand Audits.
- An overview of the Online Brand Audit Framework and upcoming modules.
Business Context and Alignment
- Setting the baseline by identifying the business's current priorities, goals, and micro/macro factors impacting the organisation.
- Outlining the objectives of the Brand Audit to ensure the framework is strategically directed.
Assessment of Online Assets
- Evaluating owned online channels to determine strengths and weaknesses, ensuring the controlled digital presence resonates with customers.
- Examining how brand communications can either support or undermine brand image.
- A universal checklist of key factors for businesses to consider when evaluating online assets.
Online Reputation Review
- SEO Audit: Recognising that search engine ranking is a significant component of a brand’s online reputation.
- Methods for evaluating and optimising SEO today.
- How AI has transformed SEO landscapes.
- Comparing traditional and modern SEO guidelines.
- Online Mentions: Utilising quantitative and qualitative data to reveal a brand's true reputation and image.
- Discovering how target audiences and anonymous users perceive a brand through online social listening.
- Web Analytics: Analysing the metrics essential for online business viability.
- Diagnosing areas that may confuse customers versus those driving engagement, by examining key website metrics such as traffic, bounce rate, page views, and conversion rates.
Competitive Landscape Analysis
- Defining the industry context.
- Reviewing industry trends, projections, and key players.
- Compiling a list of direct competitors.
- Creating a Perceptual Map: Visually positioning a brand within the competitive landscape based on perception.
- Identifying the strengths and weaknesses of a brand’s positioning relative to competitors.
Strategic Brand Planning and Tactics
- Determining the brand’s desired positioning.
- Setting Brand Marketing Objectives.
- Designing a final Brand Strategy directly informed by audit results.
- Developing an Integrated Marketing Communication plan to drive measurable results.
- Establishing Key Performance Indicators and a tracking system to monitor progress and success.
Applying AI in Online Brand Audits
- Three key areas where professionals can utilise AI to enhance auditing efficiency.
- Three areas where AI use should be avoided during online brand audits.
Requirements
- A foundational understanding of marketing principles and terminology.
This course is particularly relevant to teams or professionals:
- Considering a rebranding initiative.
- Seeking to reposition or reinforce an existing brand's market standing.
- Expanding into new markets or industry verticals.
- Aiming to connect with new target audiences and customer demographics.
- Desiring to align brand strategies more closely with broader business goals.
- Focusing on building a more competitive brand proposition.
- Experiencing a decline in brand visibility or marketing performance.
- Managing damage to brand reputation or seeking to refine brand image.
- Looking to diagnose specific challenges in brand management.
- Requiring updates to marketing collateral and materials.
- Addressing inconsistencies in 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.
