The Role of Custom Learning in Launching a Rebrand

2/22/2021

There are dozens, if not hundreds, of moving parts that need to come together for a company to successfully execute a rebrand. Organized training is one of the best ways to bring all of the pieces together. Whether it’s because of a merger, re-positioning in an industry, or name change and logo redesign, a rebrand represents a significant investment and getting it right is crucial to its success. 

At the foundation of any rebrand plan needs to be a training strategy that outlines how employees will be educated on the rebrand rollout, the goals of the rebrand, and the expectations that the organization has for how employees – particularly those in customer or client facing roles – will support it.

Here’s how training during a rebrand supports your success.

  1. During a rebrand, training helps to reduce employees’ anxiety. A rebrand may signal to teams that the company is in jeopardy, jobs are at risk, or that big, unexpected changes are coming. Carefully scheduled training helps to reduce misinformation and significantly lessens employee anxiety by empowering teams with information.
  2. Training helps answer employee questions. Custom training helps your teams better understand how this rebrand is going to affect their jobs and how that connects to the overall changes in your business strategy. It will also give you the opportunity to address a whole range of potential concerns. Is there a strategy to handle how old branded materials like pens and polos will be used? When will email addresses and domain names switch over? What’s the timeline for having the rebrand completely rolled out? Is there a dedicated resource for customer and client questions?
  3. Custom assets can help educate your customers. Training isn’t just about teaching your employees; it also helps to educate your existing customers and more effectively reach a new audience. Custom training can include developing and shaping assets that will communicate critical information to customers, such as price changes, name changes, product changes, and any other key parts of the rebrand effort.

It’s also worth mentioning that training itself can be more effective if it’s branded. Custom training offers organizations the ability to add logo and design elements that are standard in customer and client facing marketing materials. Having these hyper-relevant and specific pieces in place reinforces the specific training and learning objectives with your organization. Even without a company-wide rebrand going into market, rebranding your internal training can have a positive impact on learners.

Ardent has worked alongside organizations across industries to help them create custom training assets that support their rebrand launches. Check out our case study to find out how a major retailer partnered with Ardent to create training materials for its rebrand that communicated the organization’s new identity while reinforcing existing values and keeping customer experiences consistent.

To find out how else Ardent can support your rebranding or other training initiatives with targeted, custom solutions, connect with us for a free consultation.

 

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