How strong is your learning brand?

Flickr: DoctorButtsMD

How strong is your learning brand? #TotalLearning London 2014

Only 44% of L&D professionals say they have a communications plan that

engages all stakeholders

Source: Toward Maturity, Engaging Disengaged Learners 2014Flickr: Steve Jurvetson

Senior leaders

Line managersColleagues

Operations

ConsumersShareholders

Who are our stakeholders?

Flickr: Trevor Cummings

Source: CEB The Effortless Experience: Implications for L&D 2014

65% of customers are likely to share their negative experience with someone else,

such as a coworker or friend

Flickr: John O'Nolan

Most organisations have a learning brandFew actively manage them

Flickr: Thalita Carvalho

If your brand looks like a duck and swims like a dog

people will distrust it

Source: The Brand Gap

This is an identity

Brand is the experience

Influencing feelings

Flickr: rachaelvoorhees

Meet the most important brand owner

Source: Dr. BJ Fogg: Persuasive Technology Lab at Stanford University

Define the whole experienceM

OTIV

ATI

ON

ABILITY

HIG

HLO

WHARD EASY

TRIGGERSFAIL

TRIGGERSSUCCEED

ACTIVATION THRESHOLD

Inspire Influence TriggerHow people feel How people behave People to act

Inspire Influence TriggerHow people feel How people behave People to act

Inspire Influence TriggerHow people feel How people behave People to act

Source: 3 marketing lessons for learning & development by Todd Tauber

The current reality

Desired outcome

Brand journey

Flickr: DoctorButtsMD

Insight

• Understand corporate & people strategies & KPIs • Understand corporate brand • Audience profile: Motivations, perceptions of learning and

relationship to org requirements • Evaluate current activities

Flickr: Nina Jean

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

Addd

3. Constancy

Flickr: Matt Neale

Realisation• Brand story & guidelines • Asset & template creation • Launch campaign • Communications plan • Capability building

Amplify stories

Recognise success

Expand consistent experiencesFlickr: James Lee

Develop your personalityFlickr: Michael Krigsman

Position your tribeFlickr: Tinou Bao

Focus on outcomes not activities

Source: The 7 Essentials of Customer Experience - Different

Affirming

Advocacy

Personal

Personality

Confident

Efficient

Predictable

Be inspired by CX

Message

Open a dialogue Source: The Brand Gap

Source: modernising-learning-delivering-results-2014/

Be agile and responsive

88% learn from collaboration with team workers

79% from manager

70% from Google

46% from formal education courses

55% learn on way to work

Don’t leave engagement to chance Create a communications strategy Define your brand experience Track and share success

Summary

@learnerlab www.learnerlab.com carl@learnerlab.com

Thank you for listening