Unlearn your brand: Tellable's website storytelling helped an e-learning company fine tune its messaging

Whether we realise it or not, as humans we’re constantly learning.

In the process of learning (and unlearning), we discover new things about ourselves over and over. The good, the bad, the ugly; it’s scary, but only with discovery comes the opportunity to grow and change.

Ravi Pratap Singh, co-founder of Learnnovators, has been in the learning and development space for 20+ years. Years of experience has shaped his vision to create real change in the 21st century workplace. Today, he and his team craft L&D programs that become more than just a task for employees to check off a list.

Ravi came to Tellable asking for a website refresh – and we felt it was also an opportunity to identify and communicate their story more powerfully. By unlearning everything we knew about corporate L&D, and learning what Learnnovators was doing differently, we could help them redo their website, which had run its course. No pun intended.

Unlearning, learning, discovery – all of it begins with a story.

Finding the website's story

Any storyteller would tell you that asking questions is an art form of its own, so we put our heads together and asked: Who are Learnnovators? What do they do differently from their peers? How can we position them in a way that resonates with corporate L&D leaders?

We knew we had to clearly and immediately communicate value. Nobody has time to read pages of information when there’s so many other businesses competing for attention. It was time to introduce the storytelling principles of simple-concrete-emotional to create a framework that would help us find the core idea, one unique to Learnnovators.

• What is a simple definition of what Learnnovators does: E-learning content

• What is a concrete result of that for their clients: Observable improvement in an employee’s performance

• What emotional value could we bring in: A change in behaviour that would positively impact performance and growth

If Learnnovators could create material that would show real growth and transformation in a team member’s performance, then they would have played an active role in changing behaviour. Thus, a brand story was born out of careful understanding, questioning, and brainstorming: Learnnovators was “Designing learning that changes how people behave.”

‘Behavioural architects’ – that was the brand in a nutshell, one that the client felt clearly captured their work, and in a way that communicated value to L&D teams. A story that was more than just a shiny cover.

Accordingly, we began to construct a brand story guide that would align with the brand’s new avatar. The idea was that learning could be fun, and that’s how it would drive change – so the voice needed to be like a friend offering to help, rather than a stiff business-like proposition.

By combining the learning aspect, the wit and warmth of the brand, the voice came to life. Learnnovators would be curious, humorous and thought-provoking. The brand had gained its personality! This would now be reflected across all content on the site.

Writing the website content

The Learnnovators website would primarily function like a business card – this is who we are, and why you should subscribe to our services. Who wouldn’t want to invest in transformation?

So our content followed suit: each page of the site ended with a CTA – but we kept it short, crisp, and witty. A reminder that while this was a business, it knew how to keep things light. Learnnovators' value would speak for itself, without the content aggressively pushing them to act.

With the brand’s core in place, we needed to craft an equally attractive exterior – the website design.

Designing and developing an e-learning company website

At Tellable, every detail matters. While the layout design naturally changes from client to client, to suit each brand’s needs, what remains is a site that is easy to navigate, clean, and pixel-perfect.

So we focused on creating a consistent structure that would break down the information on each page into dynamic and visual sections; like the content they create, Learnnovators’ website needed to be engaging and informative, too. We maintained the same colour palette and typography of their old website to ensure brand recall is not affected.

While we developed a site to meet its primary goal – driving sales – we also needed to future-proof it. For the team at Learnnovators, we had to ensure they could access and update the site as needed; by creating WordPress layouts that functioned as a template, it would give internal team members the option of dragging and dropping new content onto the site, or even easily remove outdated content.

This would keep the site up-to-date, allowing the content to be transformed over time. Neat, isn’t it?

Learning (about your brand) never stops

Learning never stops, and every day is an opportunity to discover something new about your brand. Learnnovators, while helping others transform, had transformed themselves – and their new web identity is now helping them sell better.

Let’s rediscover your brand together.

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