Brand Training that strengthens your brand from within.
Stealing Share, Inc., 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 brand training programs are designed for just these purposes.
Our take on organizational brand training employs the Socratic Method. The Socratic Method's 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 the brand. This Socratic 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 customers.
Creating brand stewards for your brand.
Our brand training sessions will enable participants to more effectively engage and inspire those who report to them, motivating them to be stewards of the brand strategy and helping them to understand the brand's effectual nature in both internal and external contexts.
The Embrand 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 to your customer.
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 brand 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 brand research, but it also demonstrates the brand promises and how they affect their 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.