Planning to launch a brand training initiative in the New Year?  Here is a free resource to get you started: an approach to make your brand story to life across a global organization.

Your objective should go something like this: Create and understanding among all employees that:

  1. The brand is a precious asset that must be grown and protected
  2. The brand is more than the logo. It is about prioritization, decisions, actions, and behavior.  
  3. Every employee, no matter their role, contributes to the success, or denigration, of the brand.


Phase 1/ Brand 101: All-employee training via a highly produced, engaging, interactive, and fun online module.  This is the most efficient and scalable way to reach everybody across a large, global organization.   Includes development of on-boarding content for new employees. 

Phase 2/ Brand 102: In-depth training for employees closest to the customer (Marketing/ Sales/ Customer Service, etc.) via 30-60 minute sessions that are in in person or via webinar.  

Phase 3/ Department-Specific: Customized and relevant content for how specific teams can live the brand (Legal/ Finance/ Product/ Operations, etc.)

Phase 4/ Content-Specific: Customized subject-matter content, targeted to specific employee segments as relevant (Customer Empathy/ Visual Identity/ Brand Voice and Messaging/ Co-Branding/ Brand Architecture, etc)

To access a detailed template, email

Happy Planning for the New Year!