CORPORATE TRAINING IMPACTS CORPORATE BRANDING!
You walk into a candy store to buy a gift for your cousin’s kid. This is the first time you are buying from this store but this was a “highly recommended” shop based from your research. There are three employees in front of you- employee number one is packing a bulk order, employee number two is refilling the candies and employee number three is unpacking packages to be used later. You ask, “Can anyone help?”
Employee number one ignored you. Employee number two said to wait til she finishes. Employee number three dropped what she was doing, greeted you happily and started to walk you through the shop best sellers and what’s the usual purchase by parents with kids. Who do you think best exemplified this highly recommended candy store’s brand?
THERE ARE 4 KEY ELEMENTS OF A SUCCESSFUL BRANDING
1. Brand Identity: Consists of but not limited to logo, icon, and personality
2. Brand Position: How a brand differentiates itself from its competition
3. Brand Story: An encompassing narrative that evoke the feeling of connection with consumers
4.Brand Association: All attributes that come to your consumer’s mind when you are being talked about
In the candy store story above, only employee number three has successfully projected these 4 elements.
It is obvious what this person did differently but why did she do it? What kind of employee is she and how do organisations make sure that all employees become as immersive and customer-driven as this person?
THESE EMPLOYEES REPRESENT SOME OF THE TYPICAL STEREOTYPES IN AN ORGANISATION
Employee Number One: The Hard Worker
This person is a conformist. Never late in coming in, adheres to all company rules by the book, and finishes the job on time. But this person is unbothered by the environment, only focused on the work to be done.
Employee Number Two: The Just-in-it-for-the-Money type
This person is just here to do a day job and get paid. The work is mediocre but generally acceptable. This person won’t care about lifting a finger for extra work. To this person, a job is measured by the salary and nothing beyond that.
Employee Number Three: The Superstar
This person is talented and aggressive. This person understands that while work is work, there should also be care. This employee is also a smart worker and understands that what she does inside and outside work embodies what she represents.
The answer to the question about why superstar employee accommodated the customer despite being loaded is CORPORATE TRAINING.
While all of them work for you, only one truly embodies what you stand for. There is no filtering out these employees, they are all worth something inside an organisation. The only thing an organisation can do to make sure EVERYONE is living and breathing the brand is to TRAIN them.
HOW DOES CORPORATE TRAINING IMPACT YOUR CORPORATE BRAND?
While employee one and two were not friendly or accommodating in any way, the brand was saved by employee number three. As a candy store, the brand sells joy and fun to kids and those associated to them and customers also expect an at-your-service attitude when they walk in. If all of them made you wait, would you still look around and buy? Would it still matter if it came highly recommended? There is a 50-50% chance you would walk away and just go where you’re attended to.
Corporate branding doesn’t end in just creating the overall image and selling it to your customers. Part of corporate branding is how you are being embodied by your employees in and out of their job. This is what we call “Branded Culture” where a brand implements a unique office culture that encapsulates the idea of what the company stands for. Here’s how brand training positively affects employees in an organisation-
1. They become and stay motivated and improves employee retention rate
2. It promotes unity and encourages open communication that is translated to how they treat the people around them in and out of the office
3. It increases job satisfaction and employee morale
4. Improves employee performance
5. It earns the company due respect inspires the way they represent your brand outside the office
Ultimately, a Branded Culture naturally results to employees giving more without you asking it from them.
As our –Brand Authority, Jerome Joseph said,
“Branding should be a way of life in your organisation. It starts from your leadership, to your people and extends its way to your products, services and channels”
-Jerome Joseph, Head Brand Coach of The Global Brand Academy and CEO of The Brand Theatre Worldwide
The Global Brand Academy has successfully trained the likes of Employee One and Two. We have witnessed transformation and have received after-session reports of improvement on employees. They key here is to keep them motivated and excited inside the organisation, only then you will see them leaving with and living your company values when they go home.
For inquiries, drop us an email at: