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课程大纲
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
要求
- 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 小时
客户评论 (4)
Irma适应了我们作为学习者和我们的业务需求。很明显，从她随后提供的知情反馈来看，她正在积极倾听我们的意见。
Siobhan - Raintree
课程 - Digital Marketing for Software-as-a-Service (SaaS)
机器翻译
她能够轻松回答每个人的问题......清楚地表明了她的专业知识。
Yunus - Vodacom
课程 - Digital Marketing
机器翻译
I liked the alistair's knowledge and presentation style.
yvette pranger
课程 - Strategic Planning in Practice
培训师的专业知识非常扎实，复杂的主题在他讲解下显得简单易懂。他真诚地激发了我对这一主题的热情。我的课程是一对一的形式，能够在个人辅导的背景下受益于如此高水平的培训师，实在是一种荣幸。Hancock International。
课程 - Market Forecasting
机器翻译
