How do you get employees excited about the new training program you and your team have been pouring all of your creative souls into? You could make it mandatory. But, let's face it while scheduling a "mandatory" training can seem like it falls in your favor, for your learners, that feeling of obligation can come off like a chore. Not to mention, the budget is not always generous, and there are about 100 ways to spend your budget that seem more appealing.
So again, we ask the question: How do you get learners and leadership pumped up to participate in your training without moaning, groaning, or whipping out the wallet?
The answer: An internal brand. And you're in the right spot because we've gathered a list of our top reasons why you need an internal brand and what you need to create it.
Benefits of creating a brand
Much like with an external marketing brand, your internal brand is one of those strategic moves that pays you dividends. Here are a few reasons why you should start working on your internal brand today:
Recognition
Your Training department is one of many business functions that learners interact with. Creating an internal brand helps you stand out from other departments while still showing up as part of the team. It's like adding your own personal style to the typical uniform. Are you staying within the guidelines of the company's brand... yea. But, you have a certain je ne sais quoi that makes everything you do attractive and worth noticing.
Show up and show out:
Email taglines
Social media
Surveys
Partnerships with other departments
Credibility
You produce high-quality training content and learning experiences. Applying your internal brand to content and correspondence acts like a seal of authenticity that helps learners quickly identify content produced by your team and makes it clear that this is official content they can trust.
Show up and show out:
Training Content Cover and Closing Slides
Presentation Decks
One Pagers & Infographics
Keywords used in ILT and self-guided training
Brand equity
A great internal brand complements the incredible experiences that you create. By promoting new training content, events, and services under your internal brand, learners will begin to associate the branding with a great time and automatically be interested in whatever you have coming out next.
Show up and show out:
Newsletters
Intranet homepage
Makes you attractive
An internal brand can help you gain internal influencers, support from leadership, and even ID industry recognition. As we mentioned, use your brand to build credibility that sets you up as the fun department that adds a little surprise and delight to an employee's day. This positive impression of your department can serve as a quick win for new Learning managers who want kudos from leadership.
Show up and show out:
Industry award submissions
Onboarding and training events
Virtual training and videos
Build team morale and pride
Your internal brand doesn't only serve the learner; it's also a great way to build morale and pride within the Training team itself. Purchase swag to wear during company events, industry conferences, and virtual facilitation so your team can show up and represent the excellence you provide.
Show up and show out:
Team Swag (e.g., shirts, hats, jackets)
Team pages on the company intranet
Business cards
Video conference virtual backgrounds
What you need for your internal brand
So, are you ready to create an amazing brand that helps you show up and show out? Here's a checklist to kick things off. And, no worries. We know it's a long one, but you don't have to go at it alone. Feel free to reach out; we're always here to help.
Colors palette
Font
Patterns
Graphic style
Professional headshots for everyone on your team (don't be afraid to show your personality)
Writing standards
Learner segments
Value statement
What is your WHY
What are your core beliefs
Total product/services offering
Brand tools
Who is your story for?
Why are you telling it?
What is the message?
How should you tell it?
How will you share it?
Learner journey
Your learner's values
Positioning
Your elevator pitch
User types
Brand scope
Brand archetype (within the larger organization)
Logo
Logo variations
On-brand phrases
Brand adjectives
Mission
Vision
Purpose
Taglines
Slogans
Mood board
Design system
Learner profiles
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