Brand training workshops
Brand training is not the end. It’s the beginning.
Brand training for employees and stakeholders is how Stealing Share ensures a successful rebranding or brand launch. Call us now. We will show you how.
Other branding agencies see it as an extra service. Something optional. We disagree with that viewpoint. It’s like sitting down to dinner and only eating dessert. It might seem like fun at the time, but a diet of desserts will kill you in the end.
Let’s talk about our brand training workshops (by the way, we have a module just for the training of the salesforce)
There are three main sections to our half-day brand training workshops.
1) What does the brand mean
2) Research to support the position
3) Why it is important for you as an individual
Internal brand launch
We have already revealed the new theme line, strategy, and logo internally. The internal brand launce pressed the training. Stealing Share participates in the internal launch, but it is lead by executives of the brand.
In most instances, we create a vision video that excites the internal audience and gets them excited and interested in the new brand. We then schedule brand training workshops.
Part 1 of brand training. What does the brand mean?
Stealing Share’s brand experts present the new brand and all the facets. The new logo, theme line, web design, collateral design, signage, and the new advertising are all part of this unveiling.
Our goal is to show the new rebrand as finished and thoughtful. We need all the internal stakeholders to recognize how much thinking went into the work. And how all the brand launch elements reflect the strategy.
Part 2. The research behind it
We present highlights from the projectable market research. For 15 minutes or so, we share the most significant research findings: charts, interactive animations, and bulleted highlights.
We spend a few minutes talking about our behavioral model. Explaining how it works and how it can influence and change behaviors.
We emphasize the strategy of acquiring new customers and gluing old customers more firmly to the brand.
The band training shifts a bit here. The audience sees how emotional connections get through prospects’ filters. And that the highest emotional intensity is critical. It represents an emotional value for the brand to own.
The strategists present the market landscape in a is three-dimensional map. It illuminates the brand’s position relative to competitors and the theme line unveiled.
The theme line speaks to that position and claims it. We tell the participants that the logo will never appear without the theme line. Explaining to them the theme line makes the brand persuasive, and the new logo design captures that idea.
(Later check out our rebranding work for American Fidelity)
Here is an excellent example of what we call a logo lockup. The logo never appears without the theme line)
Brand training as persuasion
This workshop reinforces the importance of the brand from the customer/prospect’s point of view. And it claims the valuable real estate in the market.
Knowing the pieces of the rebranding puzzle is necessary. Seeing the pieces all connected and finished gives employees a strong sense of ownership.
It helps them visualize the brand in ways they never have before. They know the brand as essential to success and dynamic and active rather than stationary.
This session lets stakeholders see under the hood and partners with them.
Part 3. The workshop
This part of the brand training is fully interactive. Stealing Share facilitates the workshop.
Employees arrive as divisions. For example, marketing would be in one group, HR another, Sales another, and customer service in another group.
We ask them to work together in groups of five. Each small group chooses one spokesperson in each group. That spokesperson will read their responses to the rest of the attendees.
This is where Stealing Share’s strategists embrace the Socratic method.
The groups are all given questions that are essential in their day-to-day work.
An example of questions:
1)How are those you respond to seeing authenticity? How can you honor “just be yourself?” Give instances of difficult situations.
2)In those instances, ask yourself what you can do differently to deliver on the brand promise of authenticity? How can you make members see they are all unique?
3) How will you do your job differently if you emphasize simplicity? What are you currently already doing that is complicated? In what areas will there be an increased focus? Will priorities change?
4) What set of questions do you or your department need to ask? What new tools do you need? What needs to change about the department as a whole?
We trained employees from small mom and pop businesses to multinational companies with thousands of employees across six continents.
Without comprehensive brand training, a rebranding project or brand relaunch is unfinished. Call us. We are experts in training.