Branding Corporate Learning – 3 Quick Tips for Success
Employees nowadays expect more and more personalised company-provided learning experiences. They want activities that are tailored to them, rather than just access to no-name depositories of non-integrated content. This is where branding can play a big part. By branding your corporate learning, you can communicate and showcase to your learners that you value them. Furthermore, a good corporate learning brand can also improve engagement. So, here are three quick tips on how you can create a learning brand for your organisation.
1. Invest in your visual design
Visual design is incredibly important. Familiar designs not only create a feeling of safety, but they also help us to associate to a brand. Thus, investing in your visual design across the board is incredibly important. For instance, all your online learning platforms should carry the colours and signs of your brand. And no, just changing a logo on a platform is not enough, but rather you should look into a variety of things. Here are a few visual design pointers to consider when branding corporate learning.
- Using consistent fonts throughout all text elements
- Sticking to the brand colour template in everything. The colour palette should be wide enough to not make everything look the same, but also constricted enough to avoid creating a blur.
- Using pictures of your organisation, people and locations instead of stock photos. If you don’t have any, get a photographer come over for a half-day, it won’t set you back much!
- Using your logos, icons and company sigils consistently and holistically
2. Make it about the people and culture
There are two common denominators for great learning brands: people and culture. Whatever corporate learning you do, it should always be about the people. By helping them succeed and go forward, you’re creating value and building brand equity. Likewise, learning requires culture. Not only should you focus on building a learning culture, but your corporate learning brand should embed your company’s culture – otherwise it may seem distant, or at worst, pretentious. Furthermore, creating a feeling of social presence and togetherness helps not only in learning, but also adding to the company culture. Here are a few good practices to consider.
- Give your people a voice – let them become active creators instead of passive participants
- Highlight the successes of your people and let them become your brand ambassadors
- Embed company values as well as cultural artefacts, “inside jokes” etc. in your learning experiences – don’t be afraid to have a little fun!
3. Communicate purpose
Like Simon Sinek says, start with the why. Communicating purpose is one of the most important, however often overlooked part of learning. Often, we just assume that our employees understand why they should engage in learning. But in reality, that’s not always the case. When branding corporate learning, you need to focus on making the case to your people. Why should they engage with your learning experiences? How does it help them in their jobs, careers or personal lives? Why is detrimental to the success of the company? If you answer these kind of questions well and upfront, you’re likely to see a higher uptake with your learning brand. Some practical things organisations have undertaken.
- Short videos by senior leadership to communicate the importance of any particular training
- Testimonials from employees who have participated before and benefitted from it
- Clearly communicated, personalised goal posts, e.g. “this training will prepare your for a promotion” or “by learning this, you enable a lateral move to another team”.
There’s great value in creating a good corporate learning brand. A great brand promotes culture, creates a shared sense of purpose and enables people to take ownership of their learning. Like most good brands nowadays, the focus is not on the “product” but the people and how the brand aligns with the goals of the the individual. So, put your people first, be consistent, communicate well and deliver on your brand promises and you’re up for good things. And if you need help along the way, don’t hesitate to shoot us a message. We’re happy to help.