In most organizations, brand training is usually limited to whatever a new employee is told about the organization, as well as the brand during onboarding. However, things like brand identity, the brand’s core values, how it is different from competition, as well as how it makes a difference in the market constitute information that should be reinforced in employees from time to time.
Also, a brand’s identity might change from time to time, due to changing trends, or innovation, among other reasons. Thus, ongoing brand training via modern digital learning methods is very important for organizations that wish to stand apart and grow further than the competition.
In this article, we will discuss some more benefits of brand training.
1. Creating In-house Brand Ambassadors
Your employees are the best brand ambassadors you can hope for if you arm them with proper information about your brand. Your employees have to sell your brand to your clients as well as your customers, however, they cannot do that unless they are already sold on the brand themselves. Employees should be delivered information about the brand in a way that keeps them engaged, by using eLearning strategies like storytelling, so that they can connect with the brand better, and thus be able to effectively tell the brand’s story to customers, clients, vendors and the general public.
2. Increasing Employee Loyalty To Brand And Organization
Many organizations underestimate the loyalty effective brand training can develop in employees. Using microlearning to feed bite-sized brand training modules to your employees reinforces the idea that they belong to an organization and brand, making them proud to be a part of the brand and embeds a sense of loyalty. Loyal employees will stick with the brand even if they get better offers from other companies, in addition to promoting their organization’s brand everywhere they go. To do that, an emotional connection should be established by using eLearning strategies, such as storytelling and simulations, in addition to the above mentioned microlearning.
3. Increasing Innovation and Value Proposition
A number of organizations limit themselves to just communicating information about themselves during brand training. This is a flawed training practice. In order for employees to understand their own brand better and propose any potential innovation to be made, they must learn what their competition is doing. Once again, microlearning can be leveraged to send short bits of information about competitors to employees frequently at regular intervals, say once a day, to keep them updated on what their rivals are up to. As most learning and development professionals would know, microlearning and mobile learning go hand in hand, and thus microlearning modules should be responsive in order to be delivered directly onto the smartphones of their employees. That way, they turn up as notifications on smartphones that employees simply have to look at.
4. Creating Leaders Of Tomorrow
The better an employee understands their own brand, the better potential they have of rising through the ranks and being a leader of tomorrow. Because not all employees respond to brand training the same way, organizations should put a recognition mechanism (like a leaderboard) in place to recognize employees responding better as well as to motivate other employees to compete harder. You can feature top performers on your website, digital newsletter or social media pages. This way even your clients and customers that follow your pages can get to know your top performing employees.
Thus brand training has a number of clear benefits for the organization as well as its employees as is evident from the above mentioned points. Digital learning strategies like microlearning, storytelling, gamification, mobile learning make it easier for an organization to build a culture of learning and for the employees to absorb and retain information related to their brand and their industry. This not only helps them make better connections with clients, customers and general public, and market their brand indirectly, but also helps them think of innovative ways to make their brand’s products and services better. Also, a brand with results like these makes it clear to see why companies ought to take advantage of brand training.
If you would like to learn more about how to build the most effective employee training strategy!
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