Being exposed to branding and marketing is now part of life*. In larger companies, internal brands (departments, initiatives etc) have been used to create visibility and engage employees with the hope of resulting into action or change. Will the learning function benefit from having its own brand? Or should we be old school and build a reputation through meeting needs of our customers and learners. Can branding of learning relevant to smaller or mid-sized organisations? In May, Learning Cafe ponders about learning branding through our blogs, discussions and webinars.
Questions for Discussion
- Do you think learning would benefit from creating a brand? Intuitively the answer is “can only help” but functions such as finance, accounts and legal do not seem to rely on brands.
- Are there any downsides to branding e.g. consume resources, raises learner expectations and maybe a short cut to getting undeserved recognition. Or is it useful in winning the mind share of our customers (learners) in a sea of competing external and internal brands?
- Share your experiences of branding of learning in your organisation. Did they bear results that were sustained?
- What is involved in developing a learning brand? We discuss the method to develop an effective brand, budgets required and how to measure success? What branding can be achieved in small budgets and smaller organisations?
Our monthly webinar on this topic will be on May 31, Thurs 12 noon – 1 pm Sydney Time (EST). We will have a panel of experienced pros including someone from an advertising agency with expertise in internal branding will share their thoughts and experiences.
- Peter Hall – National Technical Training & Accreditation Mgr, QBE. Peter Hall has held senior L&D leadership positions in Westpac Group, St George Bank and IAG. Peter has driven the development of learning brands in organisation such as Westpac Group.
- Kara McLeod – Asia-Pacific Employer Branding Manager at Ernst & Young. Kara has worked with a myriad of organisations to develop both corporate and employer branding strategies, however. her true passion lies in the later. As a devoted employer branding practitioner, Kara has played an integral part in developing EVP strategies for GM Holden, St.George Bank and Ernst & Young.
- Jeevan Joshi (Moderator) is the Producer of Learning Cafe and an experienced practitioner of technology-based learning and collaboration in Australia. For over 18 years, he has combined a strategic and “hands on” approach to assist organisations, understand, design, deliver and improve technology enabled solutions and processes. Jeevan is responsible for developing the LearningCafe brand.
- **CorpU has an excellent white paper on branding brand learning in a corporate setting. Additional information is available in CorpU’s white paper on branding learning
- Lucy Cunningham, (2006) “Branding of learning and development: evidence from research“, Development and Learning in Organisations, Vol. 20 Iss: 2, pp.7 – 9 – Pay for article.
- *An experiment in 90 minutes, 250 adverts from more than 100 brands were seen in 70 different formats. The number recalled without prompting was 1.
Branding of Learning or is reputation enough ? Learning Cafe May Theme & Webinar