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What are the advantages of Brandification over eLearning?

Knowledge transfer plays an important role in almost all companies – whether it’s the onboarding of new employees, advanced and further training for existing employees, or the acquisition of completely new know-how. In the course of digitalization, an increasing number of companies have discovered eLearning for themselves. However, eLearning also has certain disadvantages that can be avoided by using a learning app.

What is eLearning?

In the age of digitalization, learning with digital media has also found its way into the everyday training of many companies. Electronic learning, abbreviated eLearning, includes all forms of learning that take place via digital media. Due to the digital transformation of our society, eLearning has become an integral part of knowledge transfer in numerous companies. In the process, various topics ranging from brands to data protection are taught online. Especially during the Corona pandemic, employee training courses that were previously held as face-to-face classes were increasingly replaced by online instruction.

What are the methods of eLearning?

eLearning includes various forms of learning such as video courses, tutorials, online seminars, live workshops, webinars, online lectures or access to digital learning materials. Recently, there has also been a combination of digital learning and face-to-face instruction. This form of learning setting is called blended learning.

What are the advantages of eLearning over face-to-face instruction?

eLearning offers numerous advantages over other training methods. One advantage that is mostly mentioned is the enormous time saving. Learning from home saves the time that would be spent traveling to and from the training location. This complete independence of location in online learning also brings another advantage: time independence. When you are not tied to a place or a date, you can learn according to your own schedule. This in turn enables the learner to find the optimal time for him/herself, when he/she is particularly receptive to new learning content. In addition, you can determine your own learning speed and the volume of learning: You can work through easier learning content more quickly and take more time for more demanding learning content, thus reducing the stress of learning. Small learning success checks or a short quiz at the end of a learning unit serve to check what has been learned and thus support independent learning.

How is eLearning used to train employees?

Far from the benefits for the learner himself, many companies also benefit from eLearning. Of course, the advantages mentioned above also apply to employee training courses that are held online. In addition, there is the cost saving, because there are no travel costs and the implementation of the training is less cost-intensive. The onboarding of new employees in particular is much more effective thanks to eLearning, and employees can be trained more quickly. Along with online learning, it is also easier to update or add to training content – with a simple upload, training materials can always be updated and are immediately accessible to employees. In addition, a company can also make the training materials available in different languages, in the case of a multilingual workforce.

What are the disadvantages of eLearning?

However, eLearning also comes with certain disadvantages. The focus is often on the presentation or provision of training or learning materials and still too rarely on didactic considerations. The form of presentation may therefore not meet the learning needs of the employees. Some employees first have to get used to the presentation form of eLearning, or even familiarize themselves with it. A major weakness, however, lies in the individual, free time allocation described above. This requires a certain amount of self-discipline on the part of the learner. Since online learning is freely selectable in terms of time and place, it requires the learner to be motivated to engage with the content. This additional online learning, on the other hand, is often perceived by employees as a nuisance. Furthermore, there is often a lack of interaction with the instructor – unless it is a live-streamed online class. If the learner is uncertain, he or she needs the exchange with the fellow learners or the trainer in order to be able to clarify queries. In general, learning succeeds much better and is also far more effective and sustainable when it is developed in exchange with others.

eLearning also comes with certain disadvantages. The focus is often on the presentation or provision of training or learning materials and still too rarely on didactic considerations. The form of presentation may therefore not meet the learning needs of the employees.

What is Brandification?

Brandification is a digital tool that helps employees to intuitively learn what their own brand stands for. It also encourages employee engagement through its playful approach. In a playful way, employees are encouraged to get to know their own brand better and to permanently internalize their newly acquired brand understanding.

The Brandification method

Brandification works like a learning app. After “installing” Brandification, employees are given simple tasks that encourage them to think about their own brand. For example, they are first asked to reflect on what their brand stands for in their own view. They capture various brand touchpoints by taking a photo of them or recording a short video about them. This touchpoint is then evaluated in terms of its fulfillment of the previously defined brand values/brand rules. Other colleagues have the opportunity to comment on the captured touchpoint, as well as to create brand touchpoints themselves.

What are the advantages of Brandification over traditional eLearning?

Brandification as a learning app can compensate for many of the previously mentioned disadvantages of eLearning. While some employees first need to familiarize themselves with the various forms of eLearning, Brandification is much easier to use. Since the digital tool is based on social media, most users are already familiar with the concept. Brandification functions similarly to Instagram in its basic features and thus supports implicit learning by making learning very fun and easy. This also addresses another weakness of eLearning, namely that additional online learning is perceived as a nuisance by employees. The tasks in the digital tool are kept relatively simple, so it is not an onerous task for employees to work on additionally. The use of Brandification can be easily integrated into the daily work routine. And as mentioned earlier, it involves a playful approach. Playful elements are transferred to the learning process at Brandification. As a result, applications that sometimes seem monotonous thus gain in appeal, since the user can actively interact in the context. The idea behind this is referred to as “gamification” in recent literature. Another element of gamification is, for example, feedback, which strengthens the user’s motivation. This is also another point where brandification has an advantage over traditional eLearning: interaction. Brandification – unlike eLearning – enables interaction with colleagues. After a touchpoint has been captured, colleagues have the option (similar to Instagram) to like and/or comment on the touchpoint. The comment function thus enables employees to exchange ideas with each other while the actual learning process (getting to know one’s own brand values) takes place. In addition, it also increases the motivation of employees to become active themselves and stimulates their own search for good touchpoints. This also takes into account that visual content is more easily remembered.

Brandification as a complement to eLearning

Basically, it can be said that both options are absolutely suitable for training employees and bring their advantages. Accordingly, the use of one form of learning does not automatically exclude the other. Quite the contrary – both possibilities complement each other, just with a different focus. While eLearning works towards a very targeted, explicit transfer of knowledge, brandification can contribute to an unconscious and playful acquisition of the essential learning content, such as intuitively consolidating the employees’ own brand understanding. Thus, a combination of both represents a good link between explicit knowledge transfer and implicit knowledge acquisition.

Conclusion: Brandification and eLearning

The digital tool “Brandification” is far more suitable for conveying brand understanding to employees than conventional eLearning. Unlike ordinary eLearning, the learning app aims to engage with the “learning content” – knowledge of one’s own brand values – in a fun way. Social networks were considered as a model, such as Instagram. The approach is designed to be relatively simple: Employees take pictures of brand touchpoints, reflect on how they fulfill the brand values, and rate the touchpoints in terms of these. Employees gain important insights regarding all of their brand’s different touchpoints, and they are spurred to reflect on their own brand values. They can like and/or comment on their colleagues’ other brand touchpoints. This allows for social sharing while learning, which is largely not the case with traditional eLearning. The use of eLearning mostly takes place on the desktop and is often characterized by a “school-like” character. Users can watch previously prepared videos or webinars, download training materials and read through the documents. Often, this approach is perceived as annoying and does not really have a motivating effect unless the learner has a great deal of intrinsic motivation. However, the digital tool “Brandification” is a great addition if you want to promote implicit learning. Through the playful approach of the learning app, users can better internalize the brand values by actively accomplishing the tasks with their smartphone – alternatively on their desktop. In the process, not only do employees get to know their brand better, but brand managers can also draw conclusions from the employees’ experiences and, if necessary, improve brand touchpoints. Thanks to brandification, the optimization of brand touchpoints is also included. It may well make sense to maintain eLearning alongside Brandification. While the learning app encourages employees to actively engage with their brand values and thus implicitly internalize them, eLearning can be used to deepen this knowledge in theory. Admins can monitor all progress at any time and check the tasks.

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