Branding Corporate Learning

The learning functions should do the strategic marketing of their products (learning initiatives) to their customers (employees) by defining their BRAND.

The following is the summary of the chapter states "Branding corporate learning" in the book of "The Business of Corporate Learning".

The learning leaders sometimes struggle because their budgets are always the first to cut and the business leaders don't appreciate the impact of what they contibute to the business.

In the business field, 'Branding' is very crutial activity to promote a good product to customers because a good product dose not always ensure a good and strong brand.

So, it might be important that corporate learning functions are going to need to build better reputation and brand internally and externally.

According to some research in 2008, it found that only 15 per cent of learning functions had a formal marketing and branding plan and that 62 per cent allocate no budget to this activity at all.

Branding is about the business's perception of the learning function as a whole. A learning brand thus consisits of your customers' views of how learning happens,how it is supported and encourgaed, and what it achieves and serves.

Five main purposes of learning branding stand out:          1. To communicate the presence and scope of the learning function.          2. To improve learning outcomes by increasing take-up and engagement in programmes.            3. To improve business involvement with and support of learning initiatives.      4. To communicate and ensure clarity about the learning function's strategy and purpose.         5. As a transformational tool capable of impacting how business use learning.

Branding consists of three essetial elements: brand promise,brand experience and brand marketing. And six key levers that corporate functionas can pull to shape the experiences are Strategy, Products,Looks,Names,Places and Behaviours.

 

 "Branding the Learning Function"  artcle of ASTD

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