B2B Brand Management Training Course

A strong 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 seek 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 multiple online touchpoints ultimately shapes how target audiences perceive the organization and influences their decision to engage or do business with it.

Conducting an online brand audit has become standard practice for organizations to evaluate and strengthen their brand positioning in a given market.

In addition to evaluating the strengths and weaknesses of owned online assets, this audit will analyze how the organization is discussed on external online channels to assess 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 for government and private sector entities.

Although this course falls under the category of 'Brand Management,' it intersects with various other disciplines within an organization; from customer experience and online user journeys to uncovering insights for marketing strategy and planning.

By the end of this training, participants will be able to:

• Evaluate a brand's online presence for strengths and weaknesses.
• Assess an organization’s online reputation and image.
• Identify and strengthen a brand's positioning in a given market.
• Develop a results-driven brand strategy and integrated online marketing communication plan.
• Conduct a competitive brand analysis and build industry perceptual maps.
• Perform an SEO audit.
• Understand the updated SEO guidelines in the age of AI.
• Gain valuable insights into how different customer groups perceive the organization and its products or services.
• Administer online social listening.
• Utilize AI to make routine brand audits more efficient.

Understand marketing for government. Engage with the sentiments of your constituents. Develop a comprehensive plan.

Align your marketing and business strategies with constituent expectations and strive to exceed them.

Audience

This course is designed for all staff requiring a broader understanding of their role within the organization and how their contributions impact the overall mission. It is particularly relevant for government employees seeking to enhance their effectiveness in public sector workflows, governance, and accountability.

Format of the Course

A combination of:

• Facilitated Discussions
• Slide Presentations
• Exercises

By the End of the Workshop, Attendees Will Be Able to:

• Explain what “brand” is and how they can influence it in the context of their organization for government.
• Understand the process for change strategies and the position of their agency within these initiatives.
• Detail the relevant principles underlying any organizational change, particularly as they apply to public sector operations.
• Recognize the importance of stakeholder relationships in the successful operation of government agencies.
• Define the financial aspects of a business and the specific role their department plays within that structure for government.
• Determine the key elements of negotiation to ensure the best possible outcomes for their part of the organization for government.