Increasingly, companies are incorporating their brand into staff training. Apart from the training sessions, attendees might also view exhibits, use multi-media materials, and take part in activities provided by internal groups.

Such an approach makes the training experience less generic while reinforcing the brand. This can be true irrespective of the training’s contents, which can range from operations, systems, professional certification, or soft skills like coaching, relationship building, or sales.

Prior to integrating branding into training events, there are several things to consider:

• The message should closely complement the training
• The event should be viewed as messaging real estate that can feature audio, video, printed materials, merchandise, cups, signage, demonstration sessions, exhibits, and even branded food or drinks.
• It is important to address how the brand messages will continue after the event.

It may be worthwhile to include the messaging on follow-up materials in an effort to build brand loyalty and encourage employees to be brand ambassadors.

Employees at a training event could see messaging that smartly reaffirms company values and the importance of their training to the overall mission and vision.  Call an Ember Carriers senior consultant to discuss how your company can incorporate branding into your development initiatives.

Forbes (12/06/10) Kelly, James

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