As a business owner, business leader or marketer, you know that your brand is essential. It sets you apart from your competitors and tells your customers who you are and what you’re all about. But did you know that your employees are also a crucial part of your brand? They’re the ones who interact with your customers daily, so they must understand and believe in your brand too.
As the face of your company, your employees are often the first point of contact with customers and clients. They must understand and articulate your brand identity to be consistent with the rest of your marketing efforts. Brand training can help ensure that everyone in your company is on the same page when it comes to communicating your brand.
Employees must be aware of your company’s brand before any external marketing efforts. Imagine the detrimental results of your employees not delivering your brand promise to customers. It would reflect poorly on your company, and you would likely lose business.
Brand training is one way to align your employees with the brand promise. Brand training is a process that helps employees understand and internalise your company’s brand identity. Brand training can include everything from explaining the history and values of the company to teaching employees how to interact with customers in a way that reflects the brand. Educating your employees can be done through workshops, webinars, or even simply by providing Brand Guidelines for employees to reference. Brand training is an integral part of your overall marketing strategy, and it helps to ensure that your employees are ambassadors for your brand.
“Brand training is typically overseen by the marketing and/or HR department”
So how do you go about Brand Training? Here are a few tips:
- Define what your brand is and what it stands for. The brand direction will be the foundation of your Brand Training program.
- Communicate your brand strategy to all employees. Let them know what you’re trying to achieve with your brand and why it’s crucial.
- Educate employees on your target customers and market. Help them understand whom you’re trying to reach with your branding efforts.
- Provide employees with resources to help them understand and implement your brand strategy. Resources could include Brand Guidelines, templates, or even an internal Brand int
- Encourage and reward employees for living your brand. Brand ambassadors can be a great asset to your company. Recognise and reward those who embody your brand values and help spread the word about your brand.
Brand training is typically overseen by the marketing and/or HR department or even upper management. The key is to ensure that everyone involved in the program understands the goals and objectives of the company’s brand strategy. By working together, you can develop a cohesive and compelling brand training program that meets the needs of your business.
There is no one-size-fits-all approach to creating a brand training program. The best way to develop a program that meets your company’s needs is to work with a professional brand consulting firm that specialises in brand training. They will be able to assess your company’s needs and develop a customised program that fits your unique business.
Brand training programs can vary in length, from one and two days to a month-long schedule. The length of the program is a function of the company size, the budget and the goals that you hope to achieve. A shorter program may be sufficient if you only want to provide a basic overview of your brand identity. A more extended program may be necessary if you wish to develop in-house brand trainers.
Brand training should be conducted on a regular basis, especially if you have new employees joining the company. You may also want to consider running refresher courses periodically to ensure everyone is still on the same page. Brand training can be an ongoing process, and it’s essential to keep your employees up-to-date on your company’s branding efforts.
Educating your employees on your brand is vital. First, it helps ensure that your employees are aware of your brand and what it stands for. This is important because they can effectively communicate your brand to customers and other external audiences.
Second, internal branding can help to build employee loyalty and engagement. When employees feel proud of and connected to your brand, they are more likely to be motivated and committed to their work.
Finally, it helps to create a positive and cohesive company culture. When everyone is on the same page for your brand, it can help to make a strong sense of unity and purpose within your organisation.