Your business' fingerprint
When you think of branding, often the first thing that springs to mind is distinctive logos and imagery. The Coca Cola symbol. The Apple logo. Pictures that foster instant recognition of iconic products and services.
In truth, a business’s branding goes far beyond aesthetic identifiers. It is the business’s DNA; a unique business fingerprint that conveys a set of ideals, a standard of quality, or an indication of what type of experience your consumers will have with your products or services.
Branding can refer to, and be affected by, a variety of elements that comprise the customer experience, such as:
- your logo
- your website
- your motto
- your social media presence
- your phone manner
- point-of-sale interactions
- dealing with complaints
Why does branding matter for your staff?
While branding is generally targeted at consumers, it also has implications for your staff, especially during their initial training.
Regardless of their role in your business, your employees are working towards a common goal or cause – your mission, or vision. Good branding, particularly the visual elements, can convey your mission and values in an instant.
This, in turn, helps reinforce a sense of purpose with their work. This might sound like a minor perk, but when done right, reinforcing a strong corporate identity can bring out the best in your staff.
It does this by making them believe that the work they do is important, and that they are a part of something important – your business.
To that end, your branding should be reflected in your learning management system (LMS). A good LMS will have a range of options to customise branding-related elements.
Here’s a quick list of tips to incorporate your business’ branding into your online training portal:
Your business’s unique badge is displayed all over your website, your emails, your marketing material, and, perhaps, your clothes. It should feature on your LMS, as well.
The logo shouldn’t overpower your training portal, as it’s fair to assume your staff already know which company they’re working for.
Ideal spots to position it will vary depending on your chosen LMS; however, as a general rule, it’s best to place it once and in a central location, such as above your primary LMS tabs.
It’s fair to assume that most businesses have a style guide, or equivalent document, where a range of harmonious colours have been meticulously chosen to represent their business.
It doesn’t make sense to embed your logo into your LMS without the brand colours to match. Ensure that your LMS provider can incorporate your colour palette into the portal.
Website banners are another great tool to reinforce your brand and motivate your team. Display significant, positive messages on a homepage banner, such as exciting news, successes and big changes.
Keep your staff in-the-loop about what’s going on with your business.
4. Style and language
Similarly to the colour palette in your style guide, your business’s unique way of writing and speaking should be reflected in your LMS and training material.
Some businesses have a conversational style of writing, others are more formal. Either way, ensure that your staff read your portal content in the tone they expect from your business. Use your writing style in any automated email alerts as well.
Consistency is critical when it comes to your brand.
In this context, gamification refers to the process of adding interactive, game-like elements to training material. It’s designed to boost learner engagement by making plain, written content enjoyable; or at least, competitive.
Not all LMSs will offer gamification features, but if yours does, add a competitive aspect, such as a leader board and have your staff work in teams to compete for top place.
Creative elements like this will boost learner engagement, team building, social learning and make training seem like less of a chore.
How does this relate to branding? If your business is in a creative or competitive industry, these activities can tie right in with your core values.
6. User-generated content
If gamification isn’t best for your business, user-generated content might be. The standard procedure for LMS-based training is for managers to assign ready-made content to staff. Mix this up by making the most of your available means.
Your frontline staff will have a plethora of useful skills and experience that could improve the training process and boost efficiency. Have them contribute useful training content to the portal.
Financial specialists could have some great tips and tricks for balancing accounts, and construction workers might know a certain way to make manual handling easier and safer.
Capitalising on your team’s skills and experience will make them feel more involved, useful, and further encourage social learning. Make your business known for getting the whole team involved with improving training and procedures.
Tailoring your LMS to include your branding certainly isn’t the most important part of staff training, but it provides a variety of tangible benefits. If you want solid results from your online training portal, it’s worth looking into ways you can customise your training and bring out the best in your team.
Contact us to find out how we can build a custom-branded training portal for you today.
- Denny, J. (2017). Customizing Your LMS: 10 Ways To Make Your LMS Feel More Like Home. eLearning Industry. Retrieved from: https://elearningindustry.com/customizing-your-lms-10-ways-make-lms-feel-home
- Strategy Marketing & Technology Solutions. (2017). Why is Branding Important? Retrieved from https://strategynewmedia.com/why-is-branding-important/