23/10/2019 Training Αnd Corporate Identity: 4 Ways To Leverage Your Brand In Training - eLearning Industry

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/ Training Αnd Corporate Identity: 4 Ways To Leverage Your Brand In Training

By Harry Cloke
May 2, 2017
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CORPORATE ELEARNING

Training Αnd Corporate

Identity: 4 Ways To Leverage
Your Brand In Training
If you want a workforce that ts with your vision and values,
branding your training is something you can't afford not to do.

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How To Leverage Your Brand In Training

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Corporate identity is what differentiates your company from your

 competitors. As such, it should act like a framework that indicates  
your goals, your organizational culture, and your biggest
strengths. Although you might take it for granted, your brand
could be your biggest ally in employee training.

Training employees is about more than just ticking compliance

boxes. It’s the training manager’s job to help every employee
become the best they can be, both for the organization and for
their own professional development. To do that, they also need to
show every employee what it means to be a part of the company.

How Your Brand Affects Training

When companies are creating their identity, they have the

mammoth task of condensing everything they stand for into a
brand. This includes things like their color palette, their logo, and
their motto. With a well-de ned brand, any customer can get an
idea of the company’s values at a glance.

These subconscious cues work just as well with employees. If

your training is aligned with your brand, every learning objective
is framed in the context of the organization. Studies have shown
that learning is easier to retain and engage with when it has
relevance for the learner. By making the content more relevant,
there’s a better chance that it will have the desired impact.
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23/10/2019 Training Αnd Corporate Identity: 4 Ways To Leverage Your Brand In Training - eLearning Industry

Aside from making the training more effective, your brand also
 gives a focus for all the content. But doing this, you can maintain  
consistency across everything your training department produces.
This reduces the possibility of con icting or confusing messages
which might hinder the training.

How Can You Leverage Your Brand In Training?

As you can see, it’s important not to overlook the company’s

corporate identity when creating a training initiative. By
incorporating your brand, you can create a training experience
that really matters to your employees. Here are just a few tips to
help you put your company’s stamp on your learning.

1. Make Sure Your Learning Management System Is

Branded

If your Learning Management System doesn’t re ect your

organization, your learners will see it as an external system.
Although that won’t ruin your entire training program, it misses a
lot of opportunities to communicate the organizational culture.
Learning platforms have come a long way from simply letting you
add your company logo. You can take advantage of customization
options on a Learning Management System to change the color
scheme, adapt the language and add fully branded banners to the
homepage. With a learning platform that re ects your corporate
identity, you can create the perfect online environment for your 
people.

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23/10/2019 Training Αnd Corporate Identity: 4 Ways To Leverage Your Brand In Training - eLearning Industry

2. Brand Your Training Content

  
It’s all very well to have a branded learning platform, but you
need to maintain consistency across the entire training
experience. Off-the-shelf learning content is a convenient
solution, but it probably won’t speak in your organization’s voice.
When you’re adding content to your Learning Management
System, make sure you do everything you can to tailor it for your
business and the people within it. Deal with eLearning companies
who can build the content with your brand in mind, or better still,
invest in an authoring tool that lets your training department
create their own content.

3. Use Your Brand To Tell Your Story

As I’ve mentioned, the brand should distil everything your

company represents. Since the marketing department has worked
so hard to boil down the essence of your business, it seems silly
not to make the most use of their efforts. To use Growth
Engineering as an example, our brand is all about releasing the
hidden superheroes within every employee. We use the same
narrative when we train our own employees. Learners in Growth
Engineering don’t simply complete training content. Every
eLearning unit and assessment on the system is a chance to
unlock a new superpower and step ever closer to superhuman
status. In this way, everyone in Growth Engineering is trained to
live the values behind the brand.

4. Make Space For Personal Brands

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Creating a branded platform is just the start. It gives you a good

 foundation to communicate the company’s message and ethos.  
However, some of your best training resources come from the
people within the organization. Your learners will only share their
knowledge if they feel they have ownership over their training.
The Learning Management System users should be able to
customize their pro les and put their own stamp on the platform.
Letting them change their pro le photo is a good start, but
personalization in learning platforms has come a lot further in
the last few years. It’s possible to give your learners a portfolio
showcasing the work they’re most proud of. The sense of freedom
they get from these exible options improves engagement and
helps the training go a lot further.

Final Words

Having an engaged workforce is essential for business success. As

learning technology evolves, its role in employee engagement
becomes stronger. When employees feel like their company cares
about their development, they’ll go the extra mile to provide
exceptional service. This is something that the customers will take
note of and it will improve their perception of the company.
Ultimately, when you use your brand to enhance your training, the
training will eventually enhance your brand. That’s exactly what
you need to increase your customer base, boost pro ts and get
that all-important return on your training spend.
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