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Brand Basics Part 3:Bringing Your Brand to LifeJohn Bowen, Alex Millet and Mohammad SaigolBrand Consultants18 April 2013  ...
• Brand consultancy                                                           • B2B and corporate focus                   ...
• Part 1: Understanding Brand (4/4/13)            What we mean by brand, what value it can offer to a business, and how yo...
• What brand identity consists of and how to develop yours• How to express your brand through tone and messaging• How to c...
© 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© 201...
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   7
An opportunity to express your                                                           strategy                         ...
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   9
Highly recognizable attribute                                                           Strong cultural associations      ...
© 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          ...
Aa Bb Cc                                                   Aa Bb Cc© 2013 Cisco and/or its affiliates. All rights reserved...
cap height    x height                                                   Aa Bb Cc                                         ...
The quick brown fox jumped            over the lazy dog.                             tracking,                            ...
Brand photography                                                           Product photography                           ...
© 2013 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   18
Another tool to communicate                                                           and create differentiation          ...
© 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       ...
Explore existing resources                                                           Explore local resources              ...
© 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? ...
© 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                 ...
• Create three specific guidelines based on each of your brand       personality traits• Look outside of your category for...
How you focus your messages                                                           toward specific audiences           ...
© 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.© 201...
Educating your employees                                                           about your brand                       ...
Awareness                                 Understanding   Action   Advocacy© 2013 Cisco and/or its affiliates. All rights ...
Top-down communications                                     Brand                                                         ...
© 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, incontrov...
© 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 reserve...
• DO take brand seriously• DO brand internally first, and externally second• DO create brand guidelines© 2013 Cisco and/or...
• DON’T confuse “I like it” with “It’s right for the company”• DON’T spend money without clear goals• DON’T trust your soc...
• 5 branding DOs• 5 branding DON’Ts• 5 tips for getting the most out of social media• 5 tips for developing your brand on ...
The Brand Basics course has shown you what brand is and why it’svaluable, how to begin developing your own brand promise, ...
Thank you.     In partnership with
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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:
• Creating a consistent brand identity
• Improving brand communications
• Developing a strong brand culture

Published in: Technology, Business

Transcript of "Partner Plus Brand Basics Session 3 Slides "

  1. 1. 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
  2. 2. • Brand consultancy • B2B and corporate focus • Strategy and design© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. • 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
  4. 4. • 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
  5. 5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. “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
  7. 7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. 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
  9. 9. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 10. Highly recognizable attribute Strong cultural associations A powerful branding tool© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 11. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. Specialized topic area Some positioning considerations Some practical considerations© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. Aa Bb Cc Aa Bb Cc© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. cap height x height Aa Bb Cc Aa Bb Cc© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 16. 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
  17. 17. Brand photography Product photography Illustrations and infographics© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. 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
  20. 20. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
  21. 21. This slide is based on one ofCisco’s graphic elements© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 21
  22. 22. Explore existing resources Explore local resources Explore the web© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. 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
  25. 25. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  26. 26. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  27. 27. 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
  28. 28. • 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
  29. 29. 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
  30. 30. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  31. 31. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  32. 32. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  33. 33. 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
  34. 34. 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
  35. 35. Awareness Understanding Action Advocacy© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
  36. 36. Top-down communications Brand Deeper immersion tools Messages Bottom-up communications© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
  37. 37. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
  38. 38. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
  39. 39. “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
  40. 40. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
  41. 41. Some tips and ideas as you begin your branding initiative…© 2013 Cisco and/or its affiliates. All rights reserved. 2011 Cisco Confidential 41
  42. 42. • 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
  43. 43. • 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
  44. 44. • 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
  45. 45. 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
  46. 46. Thank you. In partnership with
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