We’re currently past the phase of debating whether or not building brands is important. It’s been proven time and time again that a strong brand impacts customer purchase decisions therefore impacting a business’s bottom line.
The Challenge
What happens after a brand has been thoughtfully created and established:
- How are you evaluating your brand’s performance?
- How is your brand being perceived by the public?
- How is it doing in the eyes of your customers?
- How are you managing and tracking your brand’s reputation?
Think about the cases where a lot of budget has been allocated to crafting the perfect brand visual identity, messaging or compelling brand campaign but a company will still have negative associations tied to it. Or the cases where your company is doing multiple brand marketing initiatives but you’re not sure which levers are driving results and which ones are causing you to lose out on significant market share.
The Path Forward
If you want a clear pulse on how your brand is performing and being perceived – so you can strategize more effectively – this course is for you. A Brand Audit provides clarity on exactly how your brand is doing; what’s broken, inconsistent or confusing customers in addition to providing clarity on what is resonating with prospects and helping you get ahead of competitors.
Most other courses offered on the Udemy platform cover the work that needs to be done to build a brand from the ground up. This course dives into the stage after your brand has been built and you’re wondering “What’s broken? What’s working” A Brand Audit uncovers your accurate positioning in a market, not the positioning you and your team outlined for the business, we’re talking about where the target audience actually ranks you in their heads –and see if that’s aligned with your team’s internal vision
A well conducted Brand Audit lets you know if the perceptions of your brand are negative or positive and provides context into why, letting you know what needs to be fixed or what you need to double down on. Your instructor on this course, Dana Mando, is a marketing communications specialist who has managed and audited global brands for over a decade. She will be sharing her knowledge and guiding you through the framework of conducting and online Brand Audit in today’s competitive landscape.
