Seven Reasons why Training Staff is powerful for Advertising and Building your Brand

Recently, I have been working with a company which has done much in its recent past to change its brand awareness and appeal through genuine changes, efforts and commitment. In some parts of the population, a noticable shift in perception has occured; but in many other sectors – the old uncertain perception exists.

How does a worldwide brand succeed at changing perception in a competitive environment whilst maintaining a cost cutting/ profit margin drive required by management and operational goals?

Firstly, great companies realise that there has to be a balance between aggressive advertising (which can be expensive) and using more targeted and effecient methods to reach potential customers.

Secondly, no amount of advertising will compensate for poor quality, product and service.

Lastly, we must accept that unless our customer has an experience of our offering – we cannot win loyal customers and achieve sustained business growth.

We should consider all forms of advertising and modern approaches:

• Mass communication/ advertising (tv, radio, newspapers, magazines, billboards, branding and more)
• Using technology and passive leverage (web presence, viral marketing, blogging, articles, facebook fan pages, twitter and more)
• Better selling (sales processes) and salespeople.
• Word of mouth (positive sharing by existing users, referrals and customer care programmes)
• Launches and campaigns
• Breakthroughs: Innovation, Design, Technology, Quality, Efficiency, Environment Caring and Friendly (these shift customer perceptions also, and importantly so)

But, in addition to these:

• Training staff about the brand, goals, achievements, mission, vision, values and more is key to shifting mindsets. Can anything be more important than having staff who are proud, and passionate, of your company brand?

Here are seven reasons why training staff is powerful for advertising and building your brand:

1. Less expensive than mass advertising
2. Word of mouth advertising
3. More customer service and focused environment
4. Less staff turnover/ retained staff
5. Staff growth, learning and development (including credits, qualifications and more)
6. Promotion and Succession Planning
7. Involvement and Commitment from staff

Forward thinking individuals and companies never begrudge their investment in training and learning. Correct training and development will ensure benefits far outweighing what you put in. This is key to achivieving strategic objectives, growth and ultimately – happy customers and profit.