\n\tBranding. Sounds like a topic for marketing, and not Learning and Development (L&D) professionals. But we have a lot more in common with our marketing colleagues than we think. Whether we\u2019re trying to drive a customer into our business or get an employee to learn a new skill, our goal is the same: to sell our product. Branding is the foundation of any marketing strategy, and a strong brand can do a lot to inspire action.<\/p>\n
\n\tUNDERSTANDING YOUR BRAND<\/strong><\/p>\n \n\tYour brand is what people think of when they hear your name (or the name of your Training organization). It\u2019s everything they think they know about what you offer, and it\u2019s largely composed of intangible qualities and attributes of the products and services you provide. It can be factual, emotional, positive, or negative. It\u2019s all about perception, and it\u2019s always evolving.<\/p>\n \n\tCreating intentional brand attributes builds visibility and brand recognition. Your brand attributes can be physical traits\u2014such as logos, platforms, and materials\u2014or characteristic traits\u2014such as methodology, accuracy, or attitude. All of these components make up your brand identity.<\/p>\n \n\tBENEFITS OF A STRONG BRAND<\/strong><\/p>\n \n\tStrengthening the quality of your brand enhances your credibility, which leads to a wealth of other benefits. Credibility is the foundation for positive relationships with both your customers and stakeholders. Those positive relationships lead to improved levels of engagement, and ultimately drive loyalty.<\/p>\n \n\tOver time, you will find it easier to launch new initiatives and offerings. You\u2019ll see improved results, and more recognition. As your brand becomes stronger, your voice becomes stronger, too.<\/p>\n \n\tDEVELOPING YOUR BRAND<\/strong><\/p>\n \n\t1. Assess your current brand.<\/strong> Start with a survey or focus group to find out what your customers and contributors think about your organization, your level of service, and the quality of your work. Summarize the feedback you receive into the most commonly stated observations or opinions (e.g., on time, fun, impactful, good investment, disorganized, frustrating, materials not accessible, etc.). This is your brand.<\/p>\n \n\t2. Establish a vision.<\/strong> A vision statement is an aspirational description of what your training organization wants to achieve. It should serve as a clear guide for choosing any future course of action. If you serve a larger organization, make sure your vision is aligned with the organization\u2019s business objectives (e.g., learn, develop, and excel in your career with Music & Arts).<\/p>\n \n\t3. Develop a plan of action.<\/strong> With your team, discuss the brand attributes you discovered earlier. How do they help or hinder your ability to achieve your vision? What attributes do you want to be known for that better align with your vision? What strategies and behaviors need to change to bring these attributes to the forefront? Use your answers to create a brand development action plan.<\/p>\n