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Course Outline
Laying the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
- The relationship between brand strength & 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 a sum of multiple touchpoints 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
- What are the ways 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 big part of any brand’s online reputation is how it’s 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 through 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 & 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 basic understanding of marketing principles and terms
This course is relevant to teams or professionals:
- Considering a rebrand
- Wanting to reposition or strengthen a brand's existing positioning
- Expanding into a new market or vertical
- Aiming to reach new target audiences and customer groups
- Wanting to create brand strategies that better align to wider business goals
- Aiming to build a more competitive brand
- Experiencing decline in brand and marketing performance
- Experiencing damage in brand name reputation/image or want to refine brand image
- Wanting to diagnose problem areas in brand management
- Needing to update marketing materials
- Dealing with inconsistent brand elements such as: messaging, language, visuals, design, feel, etc.
Audience
- Marketing managers
- Marketing strategists
- Brand strategists
- Marketing decision makers
- Marketing professionals in any capacity
- Design and creative teams (secondary audience)
21 Hours
Σχόλια (4)
Η Irma ήταν συντονισμένη μαζί μας ως μαθητές και τις επιχειρηματικές μας ανάγκες. Ήταν σαφές ότι μας άκουγε ενεργά από τα ενημερωμένα σχόλια που έδωσε στη συνέχεια.
Siobhan - Raintree
Course - Digital Marketing for Software-as-a-Service (SaaS)
Μηχανική Μετάφραση
Ήταν σε θέση να απαντήσει εύκολα στις ερωτήσεις όλων… Σαφώς ένδειξη της πείρας της.
Yunus - Vodacom
Course - Digital Marketing
Μηχανική Μετάφραση
I liked the alistair's knowledge and presentation style.
yvette pranger
Course - Strategic Planning in Practice
Μηχανική Μετάφραση
Η γνώση του εκπαιδευτή στο θέμα ήταν τέτοια που και τα πιο περίπλοκα ζητήματα φαινόνταν απλά, και με εμπνέυσε πραγματικά με θουσιασμό για το θέμα. Η συνεδρία μου διεξήχθη ως 1:1, και ήταν πραγματική τιμή να απολαύσω το όφελος ενός εκπαιδευτή υψηλής τάξης στο πλαίσιο ιδιωτικής διδασκαλίας. Hancock International.
Course - Market Forecasting
Μηχανική Μετάφραση
