What is brand training?
Brand training sits alongside product knowledge training. Where PKT teaches features and specs, brand training teaches story: who the brand is, what it stands for, who it's for, and how an associate should position it when a customer is deciding between two options.
Strong brand training produces associates who recommend a brand with conviction. Weak brand training produces associates who describe the product accurately but fail to differentiate it from competitors standing an arm's length away.
What separates good brand training from bad
Three traits consistently correlate with brand training that moves sales: (1) mobile-first, short-form content (2–4 minute modules), (2) hooks that tie brand values to real selling moments ('when a customer says X, here's how we respond'), and (3) integrated rewards for completion and for demonstrated selling.