Training often reaches far beyond the learning or performance objectives. It would be hard to argue that Learners won’t gain anything more from training content and materials other than what is expected and outlined in the objectives. Given this, as an instructional designer, it is important for me to be aware of the opportunities to deliver greater value in training. One such opportunity that I have found to be consistent in most training design efforts, is the use of training to reinforce and/or foster the desired corporate culture and values. Often it doesn’t matter what the performance objectives are, I can use language, images, and activities that support and are consistent with company’s culture, mission, values, and vision. To that end training becomes more than just a function of performance improvement but also a method or strategy for inadvertently marketing the company’s or institutions brand as it relates to being an employer.