Finpro Brand School – a shared perspective on the brand
When the modernized Finpro brand was launched this year, Finpro employees learned about it by means of an e-learning brand school. The school successfully achieved its objectives – the staff of this globally operating expert organization took the new brand to its heart and there is a common commitment to the issue.
Because Finpro is an organization formed of experts in their field, every Finpro employee, through his or her communication and mode of operation, strongly influences the image that the customer has of the brand and the way in which the customer experiences the brand. In such a scenario, it is vital that the employees understand the nature of the brand, how it is formed and what kind of brand it is. Each employee should also identify his or her own particular role in building the brand. How do you formulate a common perspective and “language” for the brand of a global expert organization?
New method emphasized positive nature of change
- Finpro’s brand work is naturally based on our strategy and on the changes that we make to our strategy. We aim to be the most sought-after partner for companies on the path to international operations – in other words, we are a globalization consultancy, Finpro’s Brand Manager Seija Ijäs-Laamanen specifies the company’s objectives.
Finpro thought it vital that every staff member receives information about the rejuvenated brand globally and simultaneously. The working group also wanted to apply innovative and interactive methods to launch the new brand.
- In a global organization such as ours, with over 50 Trade Centres in more than 40 different countries, e-training presented the only practicable solution. There was just no other way that we could have mobilized all our employees at the same time or tied them to this commitment, says Ms Ijäs-Laamanen.
We all have success stories
The total amount of time that the students in the brand school should spend on the course was set at 40 to 50 minutes. The content had to concentrate on the main messages and the brand promise. Once people have grasped the main messages and have the basic facts, it is easier to take the work further.
The visualization and content of the course were modelled on Finpro’s modernized brand. The content gave the students the basic facts about the brand. The work tasks illustrated the role of the brand in practical everyday work and gave the learner an idea of how he or she can act as brand builder.
- We also requested that the learning process be an enjoyable one. This wish produced a figure, Mr Jones – the archetypal consultant, who at times made rather provocative comments on situations, but also provided additional information and advice. This style suited us well, says Ms Ijäs-Laamanen.
- At Finpro we have a wealth of wonderful everyday success stories. We wanted to compile them and share them out. We wanted to let all Finpro employees get the benefit of these stories in their own work. As part of the brand school, we asked everyone to tell us their tales of daily dealings with customers. This produced a real avalanche of stories. I am sure that we can use these stories in the future to produce a new atmosphere of professional pride throughout Finpro, says Seija Ijäs-Laamanen.
Motivation methods are useful
Before the brand school was launched, every Finpro employee was given a brief leaflet on branding. It is easy to carry about and it gives basic facts about the modernization project. About a month after this, the Finpro Brand School was launched.
Motivation to study is not a given thing, and certain “carrots” were used. Only people who had completed the brand school were accepted to the annual company learning event held in June. Nearly all Finpro employees, globally, participate in this event. At the event, three people who had completed the brand school were picked out of a hat and publicly rewarded for their efforts.
- We wanted to generate as much discussion as possible between Finpro employees about the brand and the brand school. It is one way of sharing experiences and generating new ideas about the brand, says Ms Ijäs-Laamanen.
- The objective of the brand school and of e-learning must be kept in mind all the time, and we must be clear about the most suitable approach for our organization and the most appropriate content, Ms Ijäs-Laamanen summarizes her views.
Positive feedback gives the incentive to continue
- The outcome fulfilled the expectations that had been set for the project. The result was very positive, says Seija Ijäs-Laamanen.
A total of 272 Finpro employees out of 356 completed the brand school. In the feedback section, the students were asked to give their opinions on the school. Feedback was very positive - 89% of those who completed the course said it had been excellent/very good or good. 264 students gave written feedback and 262 numerical feedback.
- We are happy with the feedback, which was huge in volume and almost without exception positive. For many of our employees, the e-learning school was a new and interesting experience. The feedback encourages us to continue along the same track, Ms Ijäs-Laamanen is satisfied with the outcome.
Shared learning was fun
- The cooperation with Prewise went well, and it was fun to learn together. That can only be a positive thing. I also believe that we learned a lot from each other during this project, says Ms Ijäs-Laamanen.
- As we had already collaborated with Prewise in connection with the initial brand learning work, we were familiar with the company and its operating model. Our decision to use Prewise was also influenced by the successful brand schools that Prewise had implemented for other customers, she says.
Text: Jaana Raaska