'The Merlin Way' Brand Training
Background
One of the key drivers of Merlin Entertainments’ incredible growth has been its development of strong, distinct and compelling brands.
Brand Vista has worked with Merlin since the group’s creation in 1998, helping to develop The Merlin Way of developing brands – a simple, practical tool that can help guide the attraction’s customer experience.
As the organisation has grown, Merlin realised that they needed a training programme for all graduates and new starters to ensure that everyone entering the business understood The Merlin Way, and knew how to act upon it.
The Brand Vista Approach
After spending time interviewing Merlin’s senior team, we developed a bespoke two-day training course aimed at helping all new starters understand the principles of the Merlin Way, but also to work out their role in delivering the Merlin brands in the future.
A series of practical hands-on activities were created to help the participants understand the functional components of a Merlin brand (positioning, values, personality and essence), but more importantly what each was used for.
As well as training the functional skills of developing Merlin brands, the course was also jam-packed full of case studies and inspiring stories, showcasing the growth of Merlin’s brands over the years, and helping the new starters appreciate the history of the business.
