Webinar Recap: Influence Training with Brand Storytelling

In our October webinar, we got to chat with Kate Edwards, Author & Founder of the Kate Edwards Company, and Angela Gintz, Director of Learning & Development at Salt & Straw to discuss how organizations can influence their training programs with brand storytelling. Read on for a recap and highlights from our October session:

Defining Brand and Storytelling

To kick off the session, we began by exploring what exactly a brand encompasses. It's so much more than just a logo or visual identity. Our panelists emphasized that a brand is shaped by its mission, values, and customer experience. To illustrate this, we showcased different customer logos from our webinar registrants, finding common elements that tied them all together.

Once we defined what “brand” means to each of us, we dove into the power of storytelling. Kate Edwards passionately expressed the importance of storytelling in creating a sense of inclusivity and relatability. To put it simply, storytelling is a great way to get everyone involved. By sharing stories, organizations can make their brand feel more human and engaging. Angela Gintz shared inspiring examples from Salt & Straw, where the brand's humble beginnings are still at the heart of everything they do.

The Influence of Brand on Training

Next, we explored how brand can influence training. Angela Gintz shared how Salt & Straw incorporates storytelling into their training, particularly through the concept of "Guest Archetypes." Training their team to look at customers through these archetypes helps contextualize their approach to customer service by orienting it from the customer’s point of view.

Our panelists also discussed other ways brand can shape training, such as through team 1:1 sessions and fostering a culture of feedback. Kate Edwards stressed the importance of creating a safe space for employees to share their perspectives. We also delved into the significance of hiring and training exceptional leaders who can embody the organization's values and mission.

Q&A Session and Takeaways

The webinar wrapped up with an engaging Q&A session, giving attendees the opportunity to ask questions to our panelists. Here are the key takeaways from the session:

  • Brand goes beyond visual identity and encompasses mission, values, and customer experience.
  • Storytelling is a powerful tool for fostering inclusivity and relatability.
  • Brand influences training by creating first impressions, fostering knowledge retention, and establishing connections with customers.
  • Cultivating a culture of feedback and hiring great leaders are essential for maintaining a strong brand.
  • Training programs can be effectively utilized to handle new shop openings with speed and scale.

Want to review the deck that was presented? Check it out here.

New to the Marketplace! “Give & Receive: Feedback Essentials” by Kate Edwards

If you’re curious on ways you can quickly implement a culture of feedback in your team, check out the new module in the Opus Marketplace created by Kate Edwards by scanning the QR code below. If you’re an Opus customer, you’ll be able to access this module by purchasing credits in the Marketplace. To learn more about Kate Edwards & Company, visit her website.