Brand training that strengthens you from within
Stealing Share does what our name says: Help you steal market share from your competition by building actionable strategies arising from anthropological research. However, in order to grow for the long term, it is not enough to only steal your competitor’s customers. Organizations must also work to insulate existing customers from the “pull” of competitors and live the brand so its promise is fulfilled. Our training programs are designed for just these purposes.
We employ the Socratic method in our brand training. Its key principle is that the best learning occurs when knowledge is gained through questioning and discovery, rather than lecture and telling.
Participants are asked a series of questions within the context of the organization’s brand that will assist them in understanding their individual roles in fulfilling its promise. This process is designed to maximize the integration of the organization’s brand into the participant’s daily responsibilities and tasks, penetrating deep into the individual’s conceptual framework and assisting them in understanding that what they do on a day-to-day basis affects the brand and your customers.
Our brand training sessions enable participants to more effectively engage and inspire those who report to them, motivating them to be stewards of the overall strategy and helping them to understand its effectual nature in both internal and external contexts.
The brand training process is designed to affect participants in two distinct ways:
- IDENTITY – Move perception from process-oriented to purpose-oriented. That is, enable participants to shift their thinking about their organization as a provider of goods or a service to the strategic view of a deliverer of the organization’s brand strategy.
- RESPONSIBILITIES – Again, move perception from process to purpose oriented. Assist participants in moving from the perception of being individuals who carry out functions, activities, or processes to the strategic view that they are generators and enforcers of brand-enhancing customer experiences, interactions, and communications.
The process is carried out over a series of training sessions. During these sessions, employees learn the function that brand provides for the company as a whole, your customers and those who are currently not choosing you.
They will then understand what your brand means to the customer and to themselves. For our clients, this usually means presenting a snapshot of the research, but it also demonstrates the promises and how they affect the employees’ day-to-day responsibilities.
For key executives, department heads, and HR, the process can also be designed to “train the trainers,” by giving them the tools, words, and Socratic framework to go into the organization and conduct additional sessions as needed.
For many companies, the sales force represents the primary marketing mechanism. Most commonly, the sales force simply sells product benefits and costs, with the relationship between a sales rep and a customer also being key.
But the best sales forces are those that can emphasize the brand so it is an emotional trigger for the prospect. This makes it easier for sales people to get in the door and meet with people who previously were unavailable, while giving greater meaning to product benefits.
That leads to better sales and more opportunities.