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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
