The Challenge
As Kia Motors refreshed its brand identity and Corporate Identity (CI) values, it was essential to ensure a consistent global implementation. The challenge was to train marketing staff from importer branches worldwide, equipping them with the knowledge and skills to apply the new CI correctly and to embed the brand’s values in daily customer interactions. These trained marketing professionals would, in turn, be responsible for training local dealer staff to ensure alignment across all markets.
Our Approach
Innovam designed an interactive, one-day classroom training program built on three core principles:
- Interaction – Encouraging active discussion and personal reflection on how behavior influences brand perception.
- Personal Experience – Using real-world examples from various industries to highlight the impact of brand identity.
- Measurement – Ensuring knowledge retention through quizzes and assignments.
During the training, participants engaged in hands-on assignments, exploring the new CI values and their practical application. By analyzing case studies from outside the automotive industry, they gained a fresh perspective on how customer interactions shape brand image. A competitive quiz element further reinforced learning, with participants testing their understanding in both individual and team-based challenges.
To ensure long-term impact, an extensive instructional video was created, summarizing the key learning objectives and methods. This provided ongoing reinforcement for participants and served as a training resource for new employees.
The Impact
The dynamic and engaging training program successfully equipped Kia’s marketing staff with the knowledge and skills to implement and communicate the renewed brand identity. Despite the diverse cultural backgrounds of participants, the training fostered a shared understanding of Kia’s brand values, leading to greater consistency in global customer interactions.
By creating a scalable, interactive learning experience, Innovam played a key role in ensuring that Kia’s brand transformation was effectively embedded across all markets worldwide.