3 Expert Tips To Successfully Scale Your Knowledge Brand
An interview with Jurgen Appelo There is an art to scaling a knowledge brand and some of our Workshop Butler community are prolific artists. In this series we are sharing insider intelligence on how to successfully scale a training brand from some of the people who have scaled their brands on a global level.
We’ve touched on scaling vertically and horizontally. We’ve established that influential thought leaders continuously develop their brand strategy through events and great content — shared frequently and from a unique perspective.
Bring on the Brand
The benefits of horizontal scaling
Last week we touched on developing your personal brand and vertical scaling. Going up in the world is great, but sustaining a growing knowledge business as a solopreneur can be extremely demanding, and the point will come when you physically and mentally can’t grow anymore without help.
You can only do one training course at a time; or undertake one keynote, and what about all of the enquiries you have from companies all over the world, interested in having you impart your knowledge to their employees?
Scaling UP your Certification Brand
Planning the future of your business can sometimes be a ‘can’t see the wood for the trees’ moment. So caught up are you with the day-to-day organisation and running of training courses that you don’t have time to develop a scaling plan.
One thing is perfectly clear. Successful scaling encompasses a mixture of vertical and horizontal initiatives. Scaling upwards and outwards builds a more robust brand.
In our previous article we touched on options for scaling your knowledge brand.
New in Workshop Butler, Nov 2017
Last few months we have been concentrated on making significant internal changes in the platform. Though they are almost behind us, and you will see a spree of new features soon enough, the process is not over yet. As a result, there are only a couple of new things we want to talk about this time.
Improved Import of Attendees Back in August, a new function to import attendees to workshops appeared.
Commodifying your Certification Brand
You have knowledge that deserves to be shared. Companies around the world could benefit from your insight into improved work practices and performance. So you decide to impart that knowledge by developing a training brand. You start off local, but with great ambitions to reach workers and managers around the world, and heck, why not start a global movement?
Depending on your field of influence and peer community you might already have a wider reach.
Import of Attendees
August is a quiet season for a training business in many parts of the world. While some trainers and facilitators enjoy a warm sun and perfect time with their loved ones, it’s a great moment for us to concentrate on making the product better.
There are many ways workshops are run and promoted. Sometimes it is entirely up to you to market a workshop and deal with registrations. Workshop Butler helps a lot here by providing fully-customisable registration forms in five languages and automating the dispatch of messages to participants.
Dealing with uncertainty
Uncertainty… Such a sweet word these days. It’s everywhere. The world is uncertain whether we can prevent global warming. Companies are unsure if they can survive in a speeding interconnected world with highly demanding customers. Your cat is confused why you didn’t feed him in time and where your slippers are to restore the justice.
These are all big scale uncertainties. Today I want to talk about an uncertainty on a personal level.
New in Workshop Butler, July 2017
This summer is especially bad in St Petersburg. Constant rains, cool temperatures at nights and rarely visible sun don’t mix well with sunglasses and cocktails on a beach. At the weather like this, we prefer to stay at home, sip coffee and do some work. No surprise, Workshop Butler got a bunch of new stuff.
Support for different languages Trainers use our platform to manage workshops all over the world.