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How strong is your learning brand?
The document discusses the importance of a coherent learning brand in organizations, highlighting that only 44% of learning and development professionals engage all stakeholders in their communications. It emphasizes understanding corporate strategies, defining key messages, and creating a consistent brand experience to foster engagement and learning. Finally, it advocates for the tracking of success and the importance of implementing a strategic communications plan.
How strong is your learning brand?
- 1. How strong isyour learning brand? Flickr: DoctorButtsMD #TotalLearning London 2014
- 2. Only 44% ofL&D professionals say they have a communications plan that engages all stakeholders Source: Toward Maturity, Engaging Disengaged Learners 2014 Flickr: Steve Jurvetson
- 3. Who are ourstakeholders? Colleagues Line managers Operations Senior leaders Shareholders Consumers Flickr: Trevor Cummings
- 4. 65% of customersare likely to share their negative experience with someone else, such as a coworker or friend Source: CEB The Effortless Experience: Implications for L&D 2014 Flickr: John O'Nolan
- 5. Most organisations havea learning brand Few actively manage them Flickr: Thalita Carvalho
- 7. If your brandlooks like a duck and swims like a dog people will distrust it Source: The Brand Gap
- 8. This is anidentity
- 9. Brand is theexperience
- 10. Influencing feelings Flickr:rachaelvoorhees
- 11. Meet the mostimportant brand owner
- 12. MOTIVATION TRIGGERS FAIL TRIGGERS SUCCEED Define the whole experience Source: Dr. BJ Fogg: Persuasive Technology Lab at Stanford University ABILITY LOW HIGH HARD EASY ACTIVATION THRESHOLD
- 13. Influence Inspire Trigger How people feel How people behave People to act Influence Inspire Trigger How How people people feel feel How How people people behave behave People People to to act act Source: 3 marketing lessons for learning & development by Todd Tauber
- 14. The current reality Desired outcome Brand jo urney Flickr: DoctorButtsMD
- 15. Insight • Understandcorporate & people strategies & KPIs • Understand corporate brand • Audience profile: Motivations, perceptions of learning and relationship to org requirements • Evaluate current activities Flickr: Nina Jean
- 16. Purpose Vision 2.Definition Positioning • Key messages that communicate purpose • Explain the Why, What and How • Aligned to corporate vision • Response to 'what's in it for me?' Flickr: Mackenzie Greer
- 17. Realisation • Brandstory & guidelines • Asset & template creation Addd • Launch campaign • Communications plan • Capability building 3. Constancy Flickr: Matt Neale
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- 20. Expand consistent experiences Flickr: James Lee
- 21. Develop your personality Flickr: Michael Krigsman
- 22. Position your tribe Flickr: Tinou Bao
- 23. Focus on outcomesnot activities
- 24. Affirming Advocacy Personal Personality Confident Efficient Predictable Be inspired by CX Source: The 7 Essentials of Customer Experience - Different
- 25. Message Open adialogue Source: The Brand Gap
- 26. 88% learn fromcollaboration with team workers 79% from manager 70% from Google 46% from formal education courses 55% learn on way to work Be agile and responsive Source: modernising-learning-delivering-results-2014/
- 27. Summary Don’t leaveengagement to chance Create a communications strategy Define your brand experience Track and share success
- 28. Thank you forlistening @learnerlab www.learnerlab.com carl@learnerlab.com