A digital presence is essential for the success of any organization in today's interconnected world.
This instructor-led, live training is designed for marketing professionals at all levels who aim to enhance an organization’s online brand positioning, assess brand performance, and manage brand image and reputation through a comprehensive Online Brand Audit.
The cumulative impact of various online touchpoints ultimately shapes how target audiences perceive an organization and whether they choose to engage with it.
An online brand audit has become standard practice for organizations to evaluate and strengthen their brand positioning in a specific market.
In addition to assessing the strengths and weaknesses of an organization's owned online assets, this audit will examine how the brand is discussed on external online channels. This evaluation helps gauge overall brand perception.
Upon completing an online brand audit, participants will be equipped to develop a transformative brand marketing strategy that aligns with broader organizational goals.
Although this course falls under the category of 'Brand Management,' it intersects with numerous other disciplines within an organization, including customer experience, online user journeys, and insights for marketing strategy and planning.
By the end of this training, participants will be able to:
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Evaluate a brand's online presence for strengths and weaknesses.
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Uncover an organization’s online reputation and image.
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Identify and strengthen a brand's positioning in a specific market.
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Develop a results-driven brand strategy and integrated online marketing communication plan.
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Conduct a competitive brand analysis and build industry perceptual maps.
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Perform an SEO audit.
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Understand updated SEO guidelines in the age of AI.
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Gain valuable insights into how different customer groups perceive an organization and its products or services.
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Administer online social listening.
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Utilize AI to enhance the efficiency of routine brand audits for government.
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