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Partner Plus Brand Basics Session 2 Slides
 

Partner Plus Brand Basics Session 2 Slides

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These slides were presented during the Partner Plus Brand Basics Session 2, the focus of this session is on Defining Your Brand, these slides will help you understand the following: ...

These slides were presented during the Partner Plus Brand Basics Session 2, the focus of this session is on Defining Your Brand, these slides will help you understand the following:
• Creating a brand strategy
• Brand positioning tools
• Practical applications of the strategy

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    Partner Plus Brand Basics Session 2 Slides Partner Plus Brand Basics Session 2 Slides Presentation Transcript

    • Brand Basics Part 2:Defining Your BrandJohn Bowen, Alex Millet and Mohammad SaigolBrand Consultants11 April 2013 Presented by© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
    • • Brand consultancy • B2B and corporate focus • Strategy and design© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
    • • Part 1: Understanding Brand (4/4/13) What we mean by brand, what value it can offer to a business, and how you might begin to think about creating or improving your own brand.• Part 2: Defining Your Brand (4/11/13) Guidelines for helping you define what your brand stands for in the context of your competitors, your customers, and your own company and culture.• Part 3: Bringing Your Brand to Life (4/18/13) Information and advice about translating your company’s brand strategy into customer brand experiences through messaging and design.© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
    • • How to define your brandscape• How to chart the future path of your brand• How to create and use some simple brand positioning tools• Some tips for making your brand strategy tangible© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    • “Patents expire. Copyrights expire. Only brands can be owned forever.” Larry Light, from “Disruption: Overturning Conventions and Shaking Up the Marketplace”© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 6
    • Understanding your customer Understanding your competition Understanding your company© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    • The people who exchange money for your products and servicesare a critical component of your brandscape.• Talk to three of your best customers• Talk to three customers who are dissatisfied• Conduct desk research on your category and target© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    • In order to understand how to stand out in your customer’s mind,you need to know who they are comparing you to.• Look at three direct competitors• Look at one or two aspirational competitors• Look at one or two out-of-category brands you admire© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    • Lasting brands are authentic, meaning that what they promise isdirectly linked to why they were created and how they operate.• Look to your company’s history and achievements• Look to your company’s leaders and cheerleaders• Look to your company’s business model© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
    • insight | [in-sīt] | noun(1) The capacity to gain anaccurate and deep intuitiveunderstanding of a person orthing, or (2) an understandingof this kind. Oxford Dictionary© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 11
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    • Stay on top of industry trends and competitor moves. Identify unmet customer needs that can improve your product or sales / service model Keep your company focused on your most important goals© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
    • Your company’s goals for the future What tomorrow looks like, in a best case but credible scenario How you and your stakeholders measure long term success© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    • The most trustedtechnologycompany in theworld, Cisco is aleader in deliveringpersonal andbusiness video thattransforms life’sexperiences.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
    • At the highest level, what you offer to all your audiences A summation of your differentiated benefits The organizing principle for all communications and actions© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
    • Bringing people together. Cisco Brand Promise© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 20
    • Your brand promise is internal language that inspires externallanguage and action – to develop it, look to your insights.• What higher order value do you provide to customers?• What do you do different and better?• What attributes and equities does your company own?© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
    • “Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful.” Scott Bedbury, “A New Brand World”© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 23
    • Avoid confusing tactics with strategy and strategy with goals Attract customers and employees that are right for your business Align promise with delivery to increase customer satisfaction and drive repeat business© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
    • A focusing of your brand promise to increase relevance to a target Answers the question: “Why should I exchange money for what you have to offer?” A core component of internal and agency briefs© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
    • For [target customer] who [customerneed], [your brand] is the [offeringdescription] that [differentiatingbenefit].© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
    • Value PropositionFor independent,proactive women 25-39 who, in seekingbalance, put so muchinto their day theyneed to replenishwhat’s been taken out,DASANI is the newbottled water thatprovides total bodyhydration and a feelingof pure satisfaction.© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
    • Is it relevant? Is it differentiating? Is it compelling?© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
    • Reasons to believe, sometimes called RTBs or proof points, are thetangible facts that back up your promises• They are not aspirational – they are unassailable• The good news – you’ve probably already gathered most of them• Grouping specific RTBs into buckets can lead to useful themes© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
    • Reasons to BelievePurity Reverse osmosis filtering Added mineralsAvailability Distribution PortableSustainability Plant based bottle Recycling initiatives© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
    • • Internally – deploy RTBs to prove to your people that your brand is authentic and actionable• Externally – use them to support the higher order benefits and promises you lead with in headlines and sales presentations• Some companies prefer to include RTBs in their value proposition by adding a clause beginning with “because” at the end© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
    • Ensure that your offering is right for your target and adjust either to optimize your business Have an industry standard tool to brief your marketing agencies Prepare a convincing story for sales presentations© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
    • Focus Relevance Differentiation© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
    • What can you do right away to start making a difference?© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 38
    • • Designate brand guardians• Conduct brand workshops• Learn from the front line© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
    • • Conduct a web survey• Share knowledge and best practices• Ask the opinion of outsiders© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
    • • Introduce distinctive language• Simplify, simplify, simplify• Own a distinctive color© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
    • A promise to the outside world is meaningless if your people aren’t internally prepared to deliver on it.© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 42
    • In this section you learned how to assess your brandscape bylooking at your customers, your competition, and your owncompany.You were also given tools to develop key components of your brandlike the Brand Promise, Value Proposition, and Reasons to Believe.In Part 3: Bringing Your Brand to Life, you will take all of these andbegin to translate them into tangible brand assets like identity andmessaging strategy.See you next week!© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
    • Thank you. In partnership with