Branding – It’s more than a logo. Don’t underestimate its power to make or break your program.

This FREE webinar was recorded on:
Monday, October 07, 2013
11:00 AM - 12:00 PM EDT
To continue viewing this content please fill out the form below and become an Corporate Learning Network member.
Or if you're already a Corporate Learning Network member, sign in below to download.
Become a member to Watch

By entering in your information and submitting the form, you give the sponsor permission to contact you regarding their product and you agree to our User Agreement, Privacy Policy, and Cookie Policy.

When your role is to create top-notch educational experiences that will improve your company’s business capabilities, the last thing on the checklist is "marketing," right? It’s time to change the way you define and approach the branding of your development programs. Hear how Spectrum Health University (SH|U) created an award-winning persona that contributes to quality, credibility and sustainability in everything they do.

This webinar will cover:

  • The challenges SH|U faced in changing the perceptions of leadership development in a 110 year-old organization – how branding worked.
  • How SH|U created a vision to define, "What do we want to be known for?" Why this critical step will serve to energize your team and turn "being busy" to "being aligned."
  • Why details matter. Like it or not, your credibility will largely be determined by the visual image you portray. Learn how the team settled on a look and voice for SH University and the challenges in staying true to that persona.


Kim Dorer
Director, Spectrum Health University
Spectrum Health

Kim Dorer is the Director of Spectrum Health University (SH|U), the non-clinical centralized training and development body of the Spectrum Health System.  Kim holds a BBA and BS from Western Michigan University and an MPA from Grand Valley State University. For nearly 20 years, she has been with the Spectrum Health System in a variety of Human Resource roles spanning several entities across the regional health system. Since being named Director of SH|U in early 2012, she has built a corporate university structure and created a model of leadership development that encompasses physicians and non-physician leaders, focusing on accountability, senior leadership participation and heavily emphasizing experiential learning.

Amber Anderson
Manager, Spectrum Health University
Spectrum Health

Amber Anderson holds a BS in Sociology with a concentration in Social Work from Central Michigan University and a MS in Training and Performance Improvement from Capella University.  Amber has worked in Training and Performance Improvement for nearly 15 years in industries ranging from automotive manufacturing to financial services to healthcare.  Amber joined Spectrum Health in May 2009 as a Training Consultant with The Medical Group —  a training and development function she helped build and develop from scratch. When Spectrum Health University was formed in the spring of 2012, Amber came on board as a manager and has contributed to the creation and rollout of various leadership development programs and individual learning experiences.

Rebecca Chandler
Manager, Spectrum Health University
Spectrum Health

Rebecca Chandler is a Manager within Spectrum Health University. She holds a BBA from Davenport University, and an MA in Human Resource Development and Educational Technology from Western Michigan University. Rebecca has spent most of her career growing and developing top talent within Fortune 100 companies. She brings 12 years of Learning and Organizational Development experience to Spectrum Health. She has been a part of Spectrum Health University since its creation and has been able to provide expertise in leadership development, curriculum and instructional design.  With a focus on physician leadership development, Rebecca has been instrumental in bringing physician and administrative leaders together to learn side-by-side.


Jeff Cattel
Corporate Learning Network

Jeff Cattel is the editor of Corporate Learning Network and Human Resources IQ, two industry-leading publications that cover human resources, corporate learning, training, and online learning for colleges and universities. Feel free to send him an email and follow him on Twitter at @CLN_Jeff.