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Brand skills and resources
To identify specific skills and resources staff need to better deliver the brand
After staff understand the brand, and know what they need to do to deliver it, various internal training options can help them better deliver the brand values. This exercise creates a mechanism allowing staff to identify “out of the norm” education classes that might never appear on a needs assessment.
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- Conduct an internal needs assessment list of training required by staff, to help them more effectively deliver the brand.
- Consider some possibilities that may never show up in a standard needs assessment list:
- - acting classes
- language or elocution training
- penmanship
- personal image and professional presence
- memory classes for name retention
- humor classes
- emotional competency skills
- cross-cultural understanding
- reading body language
- foreign language skills
- brand-related selling skills
- specific product knowledge
- Identify those staff members who are already delivering the brand. Study them and note the unusual talents or skills they possess. Then replicate these abilities for the entire staff through training. Encourage already effective staff to act as mentors to new staff.
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