A strong digital presence is vital for business sustainability in today's connected world.
This live, instructor-led training is tailored for marketing professionals of all seniorities who wish to bolster their organization's online brand positioning, evaluate brand performance, and manage brand image and reputation by conducting a thorough Online Brand Audit.
The aggregate effect of multiple digital touchpoints ultimately dictates how your target audience perceives your company and influences their decision to do business with you.
An online brand audit has become a standard practice for organizations looking to evaluate and strengthen their brand positioning within a specific market.
In addition to assessing the strengths and weaknesses of your brand's proprietary digital assets, this audit analyzes how your brand is perceived on external online channels you do not own.
By the end of an online brand audit, you will be empowered to develop a transformative brand marketing strategy that supports broader business goals.
Although this course is categorized under 'Brand Management', it intersects with many other organizational disciplines, including customer experience, online user journeys, insight discovery, and marketing strategy and planning.
Upon completing this training, participants will be able to:
- Assess a brand's online presence to identify its strengths and weaknesses.
- Reveal a business's online reputation and public image.
- Recognize and enhance a brand's positioning within a specific market.
- Create a results-oriented brand strategy and an integrated online marketing communication plan.
- Perform a competitive brand analysis and develop industry perceptual maps.
- Execute an SEO audit.
- Master updated SEO guidelines relevant to the era of AI.
- Gain valuable insights into how various customer segments perceive a business and its offerings.
- Manage online social listening efforts.
- Leverage AI to increase the efficiency of routine brand audits.
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