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Why Branding Matters for RTOs

Posted 15th January 2018 admin
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Chances are you know exactly how important it is to present a strong brand for your registered training organisation within a highly competitive market, but why exactly is this the case?

Why branding matters in Vocational Education and Training

“Branding is the art of becoming knowable, likable and trustable.” – John Jantsch, marketer

Without the right branding and reputation, people may as well sign up for a YouTube channel or borrow a book from the library to pick up the basics of the industry they’re hoping to enter. What you’re promising is the expertise, support and experience that will help students get the most out of their learning experience and importantly, inspire them to finish what they start. You’re providing the structure to succeed in a new career. That means every piece of communication, every interaction and vitally, every aspect of your online learning experience should be clear, helpful and encouraging.

Your branding could change entire careers

“Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos, Amazon

Branding is also an external signifier for your students. The name of your training organisation will be included in resumes, discussed in job interviews and ideally recommended to family and friends when they’re looking to study a course. You won’t be there to promote (or defend!) your name in every situation, so it pays to put all of your effort into providing an excellent student experience through quality content, an expert training team and consistent messaging. Build your high quality educational service, and you’ll find that word of mouth and respect does much of your marketing for you.

The importance of consistent branding

You want to create a comprehensive, smooth learning experience for students, so it pays to brand your RTO content appropriately. If you haven’t already, investing in modern branding and establishing branding guidelines will ensure you always look polished, professional and capable. Students are looking for consistency and attention to details in their training choice, and if you can reflect this in every flyer, web page and email then you’ll have the foundation for an enduring brand.

We understand how important branding is to your RTO. That’s why every training content package over 250 students gets free customisation for your Learning Vault platform, including your own logo, colour scheme and a custom URL or web address. It will give your students a clear vision of who they’re learning with and why.