Partner Plus Brand Basics Session 3 Slides
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Partner Plus Brand Basics Session 3 Slides

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These slides were presented during the Partner Plus Brand Basics Session 3, the focus of this session is on Bringing Your Brand to Life, these slides will help you understand the following: ...

These slides were presented during the Partner Plus Brand Basics Session 3, the focus of this session is on Bringing Your Brand to Life, these slides will help you understand the following:
• Creating a consistent brand identity
• Improving brand communications
• Developing a strong brand culture

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    Partner Plus Brand Basics Session 3 Slides Partner Plus Brand Basics Session 3 Slides Presentation Transcript

    • Brand Basics Part 3:Bringing Your Brand to LifeJohn Bowen, Alex Millet and Mohammad SaigolBrand Consultants18 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
    • • What brand identity consists of and how to develop yours• How to express your brand through tone and messaging• How to communicate your brand internally to build brand culture• Some suggestions to help small and medium sized businesses get the most out of a brand building initiative© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
    • “Most of the logos we admire more often than not are part of a well- designed system.” Brand Identity Essentials© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 6
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
    • An opportunity to express your strategy An opportunity to increase awareness and recognition An opportunity to differentiate© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
    • Highly recognizable attribute Strong cultural associations A powerful branding tool© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    • Specialized topic area Some positioning considerations Some practical considerations© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
    • Aa Bb Cc Aa Bb Cc© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
    • cap height x height Aa Bb Cc Aa Bb Cc© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
    • The quick brown fox jumped over the lazy dog. tracking, or kerning leading© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
    • Brand photography Product photography Illustrations and infographics© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
    • Another tool to communicate and create differentiation Often based on, or aligned to, visual elements of the logo Consistent use builds equity© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
    • This slide is based on one ofCisco’s graphic elements© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 21
    • Explore existing resources Explore local resources Explore the web© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
    • If your company were a person, what type of person would it be? A bridge from strategic language to creative language The foundation for your brand tone of voice© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
    • It’s not just what you say, it’s how you say it A way to operationalize your brand personality Important for sales and service focused brands© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
    • • Create three specific guidelines based on each of your brand personality traits• Look outside of your category for additional guideline ideas• Come up with three specific tonal actions your employees can easily remember and be held accountable for© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
    • How you focus your messages toward specific audiences Builds on the foundation you created in Part 2 A strategic briefing tool© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
    • 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 33
    • Educating your employees about your brand A way to record, refine (or reinvent) and reinforce your “way of doing things” How you align brand promise to customer experience© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
    • Awareness Understanding Action Advocacy© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
    • Top-down communications Brand Deeper immersion tools Messages Bottom-up communications© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
    • © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
    • “What is exciting in terms of corporate brand culture is that unlike product brands, its importance is tangible, incontrovertible.” Brand Culture© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 39
    • © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
    • Some tips and ideas as you begin your branding initiative…© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 41
    • • DO take brand seriously• DO brand internally first, and externally second• DO create brand guidelines© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
    • • DON’T confuse “I like it” with “It’s right for the company”• DON’T spend money without clear goals• DON’T trust your social media strategy to an intern© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
    • • 5 branding DOs• 5 branding DON’Ts• 5 tips for getting the most out of social media• 5 tips for developing your brand on a budget• 5 areas to invest in brand© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
    • The Brand Basics course has shown you what brand is and why it’svaluable, how to begin developing your own brand promise, andhow to think about expressing your brand both visually and tonally.Branding is a big topic. We’ve only scratched the surface. We hopeyou’ll read the workbooks and review some of the additionalresources.Now it’s up to you. Your brand already exists, and it’s growing –make sure you cultivate it into the powerful, business-building tool ithas the potential to be.Thank you for joining us!© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
    • Thank you. In partnership with