The strategic role of education in strengthening brands

Adopting the role of educator is one of the most effective strategies for companies that want to gain trust, strengthen relationships and attract opportunities. Knowledge, when transformed into content, not only connects businesses to their audiences, but also drives growth in a sustainable way.

According to the Edelman Trust Barometer, 61% of people trust brands more that offer useful and educational information. This practice positions the company as a reference in its sector, while at the same time close ties with customers and employees, increasing retention and engagement.

For Jhonny Martins, vice president of SERAC, hub of corporate solutions reference in the areas of accounting, legal, educational and technology, every company should see itself as an education company.“Educar is not only teaching something new; it is creating proximity, generating trust and transforming relationships. Companies can not be afraid to share what they know, because this opens doors to new opportunities”, he says.

According to the executive, the impact of transmitting knowledge goes beyond customers, also reaching internal teams. “The knowledge stored does not transform anyone. By teaching, you demonstrate leadership and prepare employees to grow together with the company. This creates a learning cycle that benefits all those involved”, he explains.

For Jhonny, the secret is to align knowledge sharing with the values and culture of the organization. “Increate, you deliver value and generate real impact.This is how trust is built, which is the most powerful element to create lasting bonds and grow sustainably”, he concludes.

One of the ways to turn a company into an educational reference, according to Jhonny Martins, is to create useful and relevant content. “It is important to produce educational materials, such as articles, videos and e-books that are useful to the public and demonstrate the expertise of the” business, he suggests. 

Another alternative, according to the executive, is to invest in internal training programs, promoting regular training and creating a culture of continuous learning.“With regard to customers, some suggestions are workshops, webinars or tutorials that help to better understand the services or products can be offered”, advises Jhonny.

The vice president of SERAC also believes in open communication channels, such as social networks, to share tips and good practices related to the sector in which the company operates.“An efficient action is to reward employees who contribute to the dissemination of knowledge, either internally or in external channels”, concludes Jhonny Martins.