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Duration 21 hours
Course Outline
Establishing the Foundation
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
- The correlation between brand strength and the organisation's financial bottom line
The Value of an Online Brand Audit
- Understanding a brand's Digital Footprint and its critical role in business health
- How the accumulation of multiple touchpoints shapes brand image and perception
- Timing considerations for conducting an online brand audit
- The importance of regular Online Brand Audits
- The Online Brand Audit Framework and an overview of the upcoming modules
Business Context & Strategic Alignment
- Aligning on current business priorities, goals, and micro/macro factors influencing the organisation
- Defining the objectives of the Brand Audit to ensure the framework has clear direction
Assessment of Digital Assets
- Evaluating owned online channels for strengths and weaknesses to understand how the controlled brand presence is perceived by customers
- Examining how a brand's own communications can either support or harm its image
- A universal checklist of key areas to review when evaluating digital assets
Online Reputation Audit
- SEO Audit: Analysing search engine rankings, a significant component of online reputation
- Methods for evaluating and optimising SEO in the current market
- How AI has transformed SEO practices
- Comparison of legacy versus modern SEO guidelines
- Online Mentions: Analysing quantitative and qualitative data to uncover true brand reputation and image
- Using online social listening to understand how target audiences and anonymous users discuss the brand
- Web Analytics: Interpreting the key metrics that sustain an online business
- Diagnosing customer confusion versus engagement drivers by analysing key website metrics: traffic, bounce rate, page views, and conversion rates
Competitive Landscape Analysis
- Defining the industry scope
- Reviewing industry trends, projections, and leading market players
- Identifying direct and indirect competitors
- Perceptual Mapping: Visually representing the brand's position within the competitive landscape regarding perception
- Identifying the brand's positioning strengths and weaknesses relative to competitors
Brand Strategy & Tactical Execution
- Defining the desired brand positioning
- Setting Brand Marketing Objectives
- Formulating a comprehensive Brand Strategy directly informed by the audit findings
- Developing an Integrated Marketing Communication plan to drive business results
- Establishing Key Performance Indicators (KPIs) and a tracking system to monitor progress and success
Strategic Application of AI in Online Brand Audits
- Three key areas where professionals can utilise AI to enhance audit efficiency
- Three areas where AI usage should be avoided during the online brand audit process
Requirements
- A foundational understanding of marketing principles and terminology
This course is particularly relevant for teams and professionals who:
- Are considering a rebranding initiative
- Seek to reposition or enhance existing brand equity
- Are expanding into new markets or industry verticals
- Aim to engage new target audiences and customer segments
- Want to align brand strategies more closely with wider corporate goals
- Are striving to build a more competitive brand identity
- Are facing a decline in brand or marketing performance
- Are dealing with reputational damage or wish to refine their brand image
- Need to diagnose specific pain points in brand management
- Require updates to their marketing collateral
- Are managing inconsistent brand elements such as messaging, tone of voice, visuals, design, and overall feel
Target Audience
- Marketing Managers
- Marketing Strategists
- Brand Strategists
- Senior Marketing Decision-Makers
- Marketing Professionals in various capacities
- Design and Creative Teams (secondary audience)
Custom Corporate Training
Training solutions designed exclusively for businesses.
- Customized Content: We adapt the syllabus and practical exercises to the real goals and needs of your project.
- Flexible Schedule: Dates and times adapted to your team's agenda.
- Format: Online (live), In-company (at your offices), or Hybrid.
Price per private group, online live training, starting from 3900 € + VAT*
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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.
