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Duration 21 hours
Course Outline
Establishing Fundamental Principles
- Defining core concepts: brand, brand marketing, brand identity, brand perception, and brand reputation
- The correlation between brand strength and organizational financial performance
The Importance of Digital Brand Auditing
- Defining a brand’s digital footprint and its critical role in maintaining operational health
- How the aggregate of multiple interaction points influences public image and perception
- Appropriate timing for conducting a digital brand audit
- The necessity of regularly performing digital brand audits
- The digital brand audit framework and subsequent procedural steps
Organizational Overview and Strategic Alignment
- Establishing a baseline and identifying current organizational priorities, objectives, and macro or micro factors affecting the entity
- Defining the objectives of the brand audit to ensure the framework proceeds with clear strategic direction
Assessment of Digital Assets
- Evaluating the strengths and weaknesses of owned online channels to determine how the controlled digital presence is perceived by stakeholders
- Identifying how internal communications may either mitigate or exacerbate brand image issues
- A standardized checklist for assessing digital assets applicable to all public sector organizations
Digital Reputation Assessment
- SEO Audit: A significant component of online reputation is determined by search engine rankings
- Methods for evaluating and optimizing SEO in the current landscape
- The impact of artificial intelligence on SEO practices
- Historical and emerging SEO guidelines
- Online Mentions: Quantitative and qualitative data revealing true public reputation and image
- Utilizing online social listening to understand how target audiences and anonymous users discuss the brand
- Web Analytics: Analyzing the key metrics that sustain digital operations
- Identifying factors causing user confusion versus those driving engagement through key website metrics: traffic, bounce rate, page views, and conversion rates
Competitive Landscape Analysis
- Defining the specific industry sector
- Industry trends, forecasts, and leading market participants
- Identification of direct and indirect competitors
- Perceptual Mapping: Visually positioning the brand within the competitive landscape based on public perception
- Assessing the strengths and weaknesses of the brand’s positioning relative to competitors
Brand Strategy and Implementation Tactics
- Determining the desired brand positioning
- Formulating brand marketing objectives
- Designing a comprehensive brand strategy directly derived from audit findings
- Developing an Integrated Marketing Communication plan to achieve desired outcomes
- Establishing Key Performance Indicators and tracking systems to evaluate progress and success
Application of AI in Digital Brand Audits
- Three specific areas where professionals can leverage AI to improve efficiency in the auditing process
- Three areas where AI use should be avoided when conducting a digital brand audit
Requirements
- A foundational understanding of marketing principles and terminology
This course is relevant to teams or professionals:
- Considering a rebranding initiative
- Seeking to reposition or reinforce existing brand positioning
- Expanding into new markets or sectors
- Aiming to engage new target audiences and stakeholder groups
- Desiring to develop brand strategies that better align with broader organizational goals
- Aiming to establish a more competitive brand presence
- Experiencing a decline in brand or marketing performance
- Experiencing damage to brand reputation or image, or seeking to refine public perception
- Seeking to diagnose issues in brand management processes
- Requiring updates to marketing materials
- Addressing inconsistencies in brand elements such as messaging, language, visual identity, design, and overall tone
Target Audience
- Marketing Managers
- Marketing Strategists
- Brand Strategists
- Marketing Decision Makers
- Marketing Professionals in various capacities
- Design and Creative Teams (Secondary Audience)
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.
