Building Brand IdentityFebruary - 2012AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T...
Who Are We?2   AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for ...
Defining Our Brand Means Defining Ourselves    •         We use one-size fits all theories    •         We use the same ap...
How can we create intangible benefits for ourbrand(s)?    Employees are a brand’s most powerful ambassadors – it is    the...
Fun for EveryoneEmployees who actively “live the brand” createbenefits for the customer and the company.Inspire them to pa...
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Branding proposal

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Best ways to brand your own messaging.

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Branding proposal

  1. 1. Building Brand IdentityFebruary - 2012AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  2. 2. Who Are We?2 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  3. 3. Defining Our Brand Means Defining Ourselves • We use one-size fits all theories • We use the same approach – focus group, research groups, surveys • We don’t evangelize our largest support group – our employees and often ignore their voices so our external voice is splintered.3 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  4. 4. How can we create intangible benefits for ourbrand(s)? Employees are a brand’s most powerful ambassadors – it is their passion and inspiration that becomes embedded in whatever product or service they pass on to consumers. • Empower employees. Leverage our internal resources as experts and let outside experts gather the herd/results. • What can they do for us? • Let firms compete for our business before we sign with them. Provide the “Impressions of AT&T Report” and ask how they would solve our specific identity crisis. What exercises would they use? How do we create our brand promise?4 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
  5. 5. Fun for EveryoneEmployees who actively “live the brand” createbenefits for the customer and the company.Inspire them to participate. Ideas: •Play collaborative games – solicit feedback through interaction • http://innovationgames.com/product-box/ •Card sorting – have employees write adjectives on post- its and create our strongest attributes •Pinterest/vision board – use magazines from different subjects and cut out images and phrases that describe our brand. Paste them all to one common board. Share our thoughts with the group about how each image relates to the brand. Or have everyone create an online Pinterest board.5 AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution
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