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Developing Training to Encourage Brand Stewardship (cont.)
The Trainer - The use of instructor-led training will enable employees to learn through demonstration. The trainer
can model brand stewardship for your employees, demonstrating both verbal and body language throughout the
training session to reinforce learning and branding simultaneously. These particular behaviors should be explicitly
taught to the trainer in advance through a well-planned Train-the-Trainer session.
Blended Learning - The use of blended learning will allow you to ensure that your employees learn the branding
philosophy through multiple channels, regardless of where, how or when they work. The look, feel and language of
the brand can be injected into an eLearning module just as easily as an instructor-led training program, and behavioral
reproduction can be evaluated through interactive learning used in all elements of the program.
Evaluation - Holding the employees accountable for their learning will reinforce brand stewardship in the long run.
Employees can be held accountable for perpetuating the brand through training evaluation, as well as performance appraisals.
Similarly, rewarding employees who are exceptional brand stewards will also increase motivation.
Through learning, your employees will understand that brand stewardship is a part of their role. In addition, they will be more
likely to buy into a branding message when the message behind it is meaningful and clearly understood. Your philosophy
can be injected into all elements of the employee's learning while ensuring that they remain motivated and productive. Since
every organization and branding message is unique, a customized learning approach will maximize success.
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