Partner Plus Brand Basics Session 2 Workbook

Brand Basics: Building Your Business on a
Powerful Promise and Engaging Experience

Part 2:
Defining Your
Brand

A Cisco Partner Plus Resource

“Branding is about taking
something common and
improving upon it in ways
that make it more valuable
and meaningful.” 1

Brand Basics Part 1: Understanding Brand defined “brand”
and explained how a strong brand can deliver value to your
organization. Part 2: Defining Your Brand will help you formulate
your own brand strategy. You will learn how to quickly and
manageably survey your environment, articulate what your
brand stands for and develop positioning tools to differentiate
your company from the competition. Along the way, you will
be given practical tips on how to turn these ideas from theory
into reality.

Defining the Brandscape 5

Now that the foundation for brand a sense of the world in which you
In this section you will building has been laid, it’s time to operate: the “brandscape”. The
learn: begin creating a brand strategy for brandscape is a holistic view of
your company. What will your brand a firm’s environment and includes
• How to learn more stand for? What is your differentiating customers and competitors, as
about your customers promise to employees, stakeholders well as the history and culture of
and customers? These are questions the company itself. Only with a clear
• How to locate where
that will be addressed in this section. picture of the brandscape can your
you stand in relation
organization identify the building
to your competitors Before you begin to think about where blocks that will ultimately lead to
• How to identify your your company fits, it’s important to get successful brand positioning.
company’s strengths
and weaknesses

Brand Basics Part 2: Defining Your Brand / A Cisco Partner Plus Resource

6

TIP: It can seem daunting to think about asking
questions of customers who are less than pleased
Understanding the Customer • Talk to three customers who have with your company. But they are often the source
recently ended or scaled back their of invaluable information that can illuminate blind
Let’s begin with the people who will
actually be exchanging money for your relationship with you. What led them spots in your business and your brand. You’d be
products and services. Customers are to take their business elsewhere? surprised how much people appreciate being
an invaluable resource when trying to What specific issues were they asked their opinion. And consider this—what
learn more about your brandscape. unhappy with? Knowing what you do you have to lose?
Gaining an insight into what the target are doing wrong is as important as
needs and wants, and how they perceive knowing what you are doing right.
your business, can help you develop a Not only will this exercise help you Tip: There are an abundance of free or inexpensive
solid brand based on accurate customer define areas for improvement in your market research resources available on the
preferences and expectations. business strategy, but it will also help Internet. Professional services like Hoovers, Gartner
you identify potential flaws when and Forrester offer access to some information for
• Talk to your three best customers, developing your brand. free. Other good places to try include:
or those that have recently expanded • Conduct research on your target • Survey Monkey (www.surveymonkey.com)
their relationship with you. What do market. If resources allow it, purchase Free survey tools and low-cost access to
they like best about doing business relevant industry research pertaining consumer panels
with you? Why do they keep coming to your company, but there is also • BizStats (www.bizstats.com)
back? What led them to send more abundant free information available Free access to essential data on many
business in your direction? The online. Learn more about who you are businesses and categories
purpose of this activity is to learn targeting. What are their needs and • Pew Research Center (www.pewresearch.org)
more about your strengths, which expectations? What are their values Extensive reports on consumer behaviors
can ultimately serve as competitive and behavior? A deeper understanding and cultural trends
differentiators or anchors for your of your target market will allow you to • U.S. Census Bureau (www.census.gov)
brand promise—what we sometimes create a brand promise that resonates The definitive resource for demographic
refer to as Proof Points. with your customers. information


7

Understanding the Competition • Examine one or two aspirational • Examine one or two out-of-category
When purchasing a product or service, competitors. These are the firms B2B brands that you admire. These
customers are likely comparing the that, in an ideal world, you would businesses should not directly relate
offerings of other competing companies. be competing with. What are their to yours. What is it that you like about
Examining your competition is an important reputations in the market? How have their brands? Why do you trust them?
exercise, as it will allow you to create a they established those reputations? What have they done to make you
brand positioning that differentiates your What might their brand promises be? like them? Thinking about questions
company from the clutter. How do they affirm them? How do like these will give you a sense of the
they communicate their brands at considerations and emotions that the
• Examine your three most direct various touchpoints? Seeing how B2B community brings to the table for
competitors. You probably know larger companies in your field have your brand.
who they are already, but you can created brands will help outline a path
identify them by looking at where to success for your own initiative.
else your target market shops
(consider asking this question in
your customer interviews). Compare Tip: Larger companies often
their products and services to yours. include information about their
Also look at their brand (if they have brand positioning in the “About
one) and how it’s applied across Us” section of their web site.
various easily accessible touchpoints, Look for words like “vision,”
such as ads, brochures and their “mission,” and “values,” and
web site. What are they promising?
phrases like “We believe…”
Is their promise consistent? How
Other places to look include
are they supporting that promise?
publicly available annual reports
and corporate brochures.


8

Tip: Interviews are a great way to
Understanding the Company • Look to the past. Has your firm had any get a sense of the organization. We
“firsts,” technological breakthroughs or recommend interviewing senior leaders,
Finally you must seek to understand
disruptions? These do not need to be frontline sales and people who are seen
your company itself. What principles was
on a global scale; they can be specific as the “heart and soul” of the company.
your organization founded on? How do
to your local market. Taking account of Ask executives about the organization’s
you make money? The best brands are
authentic, meaning that they are true to your company’s successes will provide vision, ask the sales force what’s most
themselves and their history. Consider proof points, or “reasons to believe,” effective with customers, and ask the
MP3 players. Apple was given permission discussed further below. boosters what gets them excited to
by consumers to enter the music player • Look to your leaders. What positive come to work every day.
market with the iPod because people characteristics do your founder,
associated Apple with creativity and president, or other executives
simplicity, as well as technology, all of possess? How do these traits manifest Tip: There is no bigger mistake
which were inextricably linked to Steve themselves in the way the company you can make than creating a brand
Job’s vision for the brand. Do you even does business? Identifying pre-existing strategy that is at odds with your
remember the name of Microsoft’s mass- cultural strengths can simplify the business strategy. If you make money
marketed MP3 player? (It was the “Zune.”) process of brand building and allow by selling people’s information, avoid
Inauthentic brands are generic and you to build upon what is already there.
a brand promise about privacy and
ultimately forgettable. By adding insights • Look to your business model. What security. If you make money by selling
to the brandscape that emerge from metrics drive success for your sugary drinks, avoid a brand promise
your own company’s roots, culture and company? What do you do to perform
business model, you’ll create a brand about healthy lifestyles. While using
well in those metrics? A brand must your brand to compensate for a
with the potential to stand the test of always relate directly to business
time. This approach helps avoid the pitfall perceived weaknesses in your
strategy, and the two should be used
of creating a stock brand, and as in the business model may seem attractive,
in conjunction to reach long-term
Apple example, provides you with a this approach is akin to building your
objectives and goals.
strong brand core that can be extended house on quicksand.
in the future.


9

Instructions for Brandscape worksheet great ideas you find when you sift
Worksheet 1: The Brandscape
Begin by listing everything you learned through the raw information. To use a
Customer Competitors Company
from your explorations of the three famous example, “the pieces of paper
brandscape categories—Customers, I use to mark my place in books keep
Insight: Insight: Insight:

Competitors and Company. Don’t falling out” and “the glue they made in
limit yourself—your initial list should the lab the other day wasn’t very sticky”
be several pages long. are both pieces of information… but Post
It® Notes are the result of an insight.
What did you learn? What did you learn? What did you learn? Go through your long list and pull out
the top 4-5 things you learned in each Definition
category. These should be things that insight | [in-sīt] | noun
you think have the potential to define
you, make you desirable to customers (1) The capacity to gain an accurate
and different from competitors. Fill and deep intuitive understanding of a
In partnership with them in on the worksheet. person or thing, or (2) an understanding
of this kind.1
Go through these short lists and look
for common threads that might ladder
1
“Insight.” Oxford Dictionaries. April 2010.
up to a single insight—insights are the Oxford University Press.


Worksheet 1: The Brandscape

Customer Competitors Company 10

Insight: Insight: Insight:

What did you learn? What did you learn? What did you learn?

In partnership with

Charting the Future 12

The brandscape should give you a view
of the environment in which you currently
In this section you will
operate, as well as an indication of where
learn:
you are located within it. Once you have
• The role of a brand a grasp on the reality of today, you must
vision decide where you want the company to
go tomorrow, and how you would like
• How to define your
your brand’s audiences to view you at
brand vision
that time. In this step, you must create
• How to develop your two key statements that will guide your
overarching brand overall branding initiative: the brand
promise vision and the brand promise.


13

Defining the Brand Vision do business with them because…” of Qualcomm, a global manufacturer
The brand vision encapsulates your How do they finish that sentence? of telecommunications equipment, is
brand’s goals for the future. It defines • Imagine that three years from now, “to deliver the world’s most innovative
what your company believes in and your best customer is talking to a wireless solutions.” The brand vision
describes, in a best case yet realistic friend about what makes them do is simple and to the point; it uses a
scenario, what tomorrow will look like business with you. What does your superlative to indicate its aspirations,
for you and your customers when your customer say? and focuses not on the physical products
company is successful. If you’ve spent that it creates, but the benefit it offers to
Take your thoughts from the above its customers.
adequate time and thought on the questions and synthesize them into
brandscape exercises, you may already a brand vision. The brand vision is What is Cisco’s brand vision? The most
have an intuitive idea about this vision. a statement that should be used to trusted technology company in the world,
The below exercises should help to express the aspirations of your brand. Cisco is a leader in delivering personal
tease it out. Put most simply, it expresses your and business video that transforms life’s
• Imagine that three years from now, vision of what the future should be. experiences.
your company is on the cover of It can be written using superlatives;
CIO Magazine, or another influential after all, which company isn’t striving
industry trade magazine as the to be the best? As with all brand
success story of the year. What is the materials, avoid directly referencing
headline? How does the first sentence your product or service; rather, focus
of the story read? The last sentence? on the value you provide to your
customers. Unlike a regular vision
• Imagine that three years from now statement, the brand vision should
a potential customer is sitting with focus on the emotional benefit to the
a competitor’s sales rep and starts consumer instead of a functional one.
to say the following: “I know you
The right brand vision is built on your past,
can undercut [your company] by 3 Brand visions do not have to be but points toward your future.
percent, but I really would prefer to elaborate. For example, the brand vision


Worksheet 2: Defining the Brand Vision

14

Winner! “I’d rather do “I just love
2015 Best business with working with
IT Company them because...” them because...”

In partnership with

15

Developing the Brand Promise • What differentiates you from your emotional sense. It should be a written
Crafting the brand promise is perhaps competitors? After exploring the statement that, although not shared
one of the most important aspects of brandscape, define what makes with the outside world, permeates all the
your brand-building initiative. The brand your company different—or how activities carried out by your organization.
promise puts into words what your you would like to differentiate your Promises can take a wide variety of forms
brand is all about and what value you firm as you build your brand. and there is no set format. However, all
hope it provides to customers. This is • What are your brand attributes? promises should be short and concise,
the experiential metric by which your These are the qualities and equities and should go beyond the boundaries
customers will subconsciously judge that your company owns or is known of what your business actually does to
you: if you live up to the promise, you will for. They do not have to directly relate include the emotions it hopes to elicit.
benefit through a positive reputation and to your business or the products and
increased loyalty; if the promise is broken, services you produce. For example,
it will hurt your brand and business. the NFL’s brand attributes include
integrity, community and excellence; “ Patents expire. Copyrights
Developing a brand promise requires
answering the following three questions:
football is not mentioned.
expire. Only brands can be
As you can see, these questions parallel
• What value do you provide? Don’t the brandscape exercises and should owned forever.” 2
focus on products, services or policies; build from them. With the responses
rather, investigate the benefits that to the above questions, you can begin
those products, services or policies drafting your brand promise. A brand
have for employees, customers and promise should be what your company
other stakeholders. hopes to deliver in an ideological and


16

Competitive Finding Your Brand Promise
Coca-Cola’s promise, for example, Tip: The best brand promises have
is “To inspire moments of optimism an inspirational and motivational
and uplift.” It does not mention the ring to them, which means they can
food industry or any beverages. Rather sometimes sound like a tagline. But
it focuses on the emotions that a person a tagline is not the same as a brand
should experience when engaging with promise. Your brand promise will
the company. Google’s promise is,
inspire your tagline, as it will inspire
“Provide access to the world’s information
all of your brand communications.
in one click.” With this, Google conveys
More on this in Part 3.
a sense of openness coupled with a
Customer Company freedom of knowledge.

Cisco’s brand promise is “Bringing
people together.” In those three words,
Cisco summarizes the arc of its brand
from birth as a way for two people to
connect to its role today as the back-
bone of millions of networks worldwide.
The best brand promises are enduring,
Brand Promise
encapsulating not only the brand’s role
At the intersection Competitive Insight, today but also the role you envision for
Customer Insight and Company Insight, it tomorrow.
you will find the inspiration for your
Brand Promise.


17

Employees Prospective

The brand promise must be equally
relevant to all of your constituencies
and audiences—it is the core of what you
stand for, comprising a high-level belief
as well as a high-level benefit. It can be
Leadership Investors/
aspirational, but must be credible.
Analysts
If you don’t define your brand with a

BRAND promise, customers will define your
brand based on price.

Three Questions to Ask of
Your Brand Promise:
Stakeholders Customers 1. Is it ownable?
2. Is it credible?
3. Is it memorable and motivating?

Partners Media


Brand Positioning Tools 19

Now that you have an understanding
In this section you will of the brandscape, a defined vision
learn: for the future and a promise for your
customers, it’s time to take steps to
• About tools to make create some useful positioning tools for
your brand tangible to your brand. “Positioning” refers to your
your target brand’s location in the brandscape, and it
• How to develop a value takes into account all the insights you’ve
proposition for your gathered and brand components you’ve
offerings created in the previous steps. These
positioning tools will help you appeal to
• How to identify the
your target market in a way that resonates
“reasons to believe” for
with them, allowing you to avail yourself of
your brand
the many benefits of a strong brand.


20

Tip: You might be asking yourself, why do I need to go
Value Proposition proposition, and it should be clear without through all of these steps and define all of these different
A value proposition is a statement of ambiguity. There are several formats for
components? Can’t I just come up with a tagline and be
the benefit that a company provides a value proposition that help to ensure
done with it? The answer is: you will get out of this process
to its target audience. You should not that you do not omit any vital parts of the
what you put into it. If you take the time to wrestle your
focus too much on the specific products statement. To give you an example, a
standard format is: brand promise to the ground now, it can be with you and
and services that your company offers, guide you for years to come. It is the foundation on which
as these will change over time. Rather, For _ _____________ (target customer)
_ everything else is built. Your value proposition might
focus on the benefits and value that
change more frequently as technology and customer
your business provides to customers. who _______________(customer need),
needs evolve in this category, but a great brand vision and
Answering the following questions will
give you the information you need to (your brand) _____________________ brand promise can last 5, 10 or more years. And great
draft a strong statement. taglines—as well as great ads, great sales tools and other
is the ___________ (offering description)
great things—are built from great brand promises.
• What are your target audience’s
that _ __________ (differentiating benefit
greatest needs or concerns?
to customer).
• What solutions do you provide
Your brand promise together with your Tip: If you have multiple target segments with very
to meet these needs or assuage
these concerns? value proposition will become the basis different needs, you may need multiple value propositions.
of your communications and creative For example, your two biggest customer segments may be
• How does your customer benefit
briefs for internal resources as well as healthcare and education. As long as they all hold true to
from using your solutions to meet
for agency partners. your brand promise, there is no reason you shouldn’t have
these needs?
two or three value propositions. Try tweaking the language
Once these questions are answered, rather than rewriting it entirely. Focus on making your core
you can begin writing. The language
benefits more relevant to the audience rather than creating
is particularly important in a value
new benefits.


21

Employees Prospective

Value Proposition
The value proposition channels the higher order
benefit of your brand promise into a tangible
benefit that addresses an identified customer
Leadership Investors/ need. It answers the question, “Why would I
Analysts
exchange money for what you have to offer?”

BRAND Three Questions to Ask of
Your Value Proposition:
1. Is it relevant?
2. Is it differentiating?
Stakeholders

Customers 3. Is it compelling?

Partners Media


22

Reasons to Believe Reasons to believe are important
“Reasons to believe” are the proof points because they can help you decide
Tip: The best reasons to believe
that support your brand promise and whether the claims you are making are
contain two levels of content. Begin
value proposition. Your brand’s reputation, legitimate or not. If you cannot support
by listing many individual companies’
authenticity and credibility depend on the each section of your brand promise or
value proposition with several reasons strengths (starting with the list from
tangible facts you gather that support the
to believe, then it is an indication that your brandscaping exercise on page 10).
claims you make. Reasons to believe can
you may want to rework it and make Then look for patterns and themes that
either be technical, which are superiority
it stronger. emerge. What you will often find are three
claims, or functional, which describe the
value-based benefit you provide to to five themes you can refer to generally
You will use the reasons to believe you (“The high quality of our food”) that each
stakeholders. create here in two critical ways:
sit above multiple tactical examples (“The
Reasons to believe for Google’s brand • Internally—always have several of strength of our food sourcing,” “Our cook-
promise, for example, might include a these proof points ready to deploy training program,” “Our celebrity chef
technical point on the speed of its search in meetings with employees when partnerships”). You can use the themes to
or the number of clicks it takes to find you are talking about the brand. broadly support your brand promise, and
information. Functional points might This helps your people buy into the use the individual examples to support
include the various ways in which users promise and feel like it is credible. specific messages.
of Google products add to their personal
knowledge—like how people use can • Externally—make sure the promise
use Google Maps to plan their daily of your headlines and pitch intros is
travel, for example. paid off in the deeper content of your
marketing materials by peppering it
with proof points.


Worksheet 3: Identifying Your Reasons to Believe

Sort through what you learned during the
23
brandscaping exercises and identify three
Brand Promise to five company strengths that support your
brand promise.

These proof points should be unassailable—
not aspirational.

Each one doesn’t have to be differentiating
on its own, but taken together they should
feel like they add up to a claim that is owned
and supported only by you.

Reasons to Believe:

In partnership with

Making it Real 25

Once you have created a potential In most cases, this will involve activity
In this section you will positioning for your brand, you must now in one of three key areas discussed
learn: attempt to relocate from where you sit previously: internal focus, customer
currently in the brandscape to where relevancy and brand differentiation.
• How to resonate more you want to be by taking tangible steps. There are, of course, myriad other areas
deeply with customers Although much of brand building seems, in which you might attempt to shift your
• How to differentiate and indeed is, complex, much of it is fairly brand; some of those will be explored in
yourself from the straightforward: you can take action to the Part 3 of the Brand Basics course.
competition start building your brand in meaningful
ways today.
• How to maintain your
brand internally


26

Be More Relevant • Ask people who are not familiar “more is more”. IT decisions
Getting closer to customers and their with your business to comment on are complex. The technology is
needs is always good for a business and ideas you have for communications constantly changing. If you can
brand. Being—and staying—relevant to or sales tools. If it requires a lot of pare back your promise and your
customers is an iterative and ongoing explaining, you may be relying too message to the basics so that you
process. In order to make sure that your much on functional benefits, are cutting through the confusion
company is getting in touch with your meaning you’ve left the emotional rather than adding to it, you may
target market, try the following tips. relevance of your brand behind. find an opportunity to separate
yourself from the competition.
• Draft a pop-up survey for your Be More Different
• Choose a color. In the IT services
web site. Ask both about functionality Stepping out of the crowd does not industry, color is almost taboo. In an
and purpose of the visit. Get a sense necessarily require a huge undertaking. effort to appear professional, most
of who is coming to your web site There are some simple steps that can firms stick to whites and grays. While
and why, as well as what they think be taken to really make your company it may not be a good idea to shed a
about the entire experience. Look jump out to potential customers. professional image entirely, adding
for simple and affordable ways to even one bright color to the logo or
align the web experience better to • Introduce distinctive language and
product naming. Consider naming type and using it consistently could
their expectations—for example, by help your company become more
updating language on category generic products or services to
make them seem special and memorable.
labels and buttons.
different from your competition’s
• Share knowledge. Ask your sales offerings. However, remember,
teams what they are saying to, product names and language
and hearing from, customers who should always be understandable
choose to do business with you. to your target market.
Find out what is working and share Dimension Data, an IT services provider, recently
it across the organization. • Simplify. Many brands in this category rebranded itself using a bright color to appear fresh
seem to be adherents to the idea that and differentiate itself from the sea of sameness.


27

Be More Focused nature of your business’ brand to
If your company’s employees are not employees in collaborative, interesting
Tip: The best brands understand
on board with branding, the initiative workshops. The goal is to make sure
that there is no point making a
can never really take off. A solid brand employees leave understanding not
only what they should know or believe, marketing promise until the people in
experience requires everyone in the the organization are prepared to deliver
organization to understand what the but also what they should do. These
may be held periodically as refreshers on it. Otherwise there is a disconnect
brand means, at least at its most
for senior employees and introductions between a customer’s expectation of
basic level, and get involved. There
for new ones. the brand and their experience of the
are policies that can be implemented
in the short-term to help quickly get • Learn from your employees. Those brand. If there is one place where
everyone on the same page. working on the ground often have brand-building investments can really
a deeper connection to the customer pay off for small and medium-sized
• Designate a “Brand Guardian” person/ and the market to craft strategy than companies, it’s internal communications
team. This unit will be responsible those working in corporate. Periodically and training. These activities cost far
for promoting (and later protecting) holding engaging competitions that less than external communications, but
the brand as you begin to develop it. ask employees to devise marketing their effects are far-reaching.
This unit will be charged with ensuring strategies or strengthen your brand
that all touchpoints are on-brand. Set across particular touchpoints allows
goals for them and reward success. the leadership to tap into the wealth
• Hold brand workshops. Explain the of knowledge that employees possess.
value of brand as well as the specific


Conclusion 29

At this point, you should have developed as they do to business strategy—you
a strong sense of what you want your wouldn’t launch a new product or service
brand to stand for, and you may already without a clear strategy for success, why In Part 2: Defining Your
be thinking about taking a few of the would you ever do so for something as Brand you learned
immediate next steps from the previous important as your brand? In Part 3, we will some practical ways
section. The need for aligning on a solid explore ways to translate your strategy to develop your brand
strategy before undertaking larger brand- into an actionable agenda and discuss strategy by exploring
building processes, like creating a brand how to deploy your brand in tangible ways your environment as
identity, cannot be stressed enough. Many across the multiple touchpoints that affect well as developing key
of the same rules apply to brand strategy the IT services industry. statements that will
collectively serve as the
guiding force behind your
brand. In Part 3: Bringing
Your Brand to Life, you
will take all that you
have done and apply it to
the manifestation of your
brand in the real world.


Additional Resources 30

Brand on Wikipedia Branding Basics for Small Business
A basic catalog of information on A book by Maria Ross for small businesses
brand, its components and prevalent looking to unlock the business value that a
branding strategies. strong brand brings.

Brandeo Tomorrow Starts Here
A blog with articles on the business A site that brings Cisco’s Brand Vision and
implications of branding and an Brand Promise to life.
encyclopedia of branding terms.
Cisco Partner Plus
Branding Strategy Insider Collected information and resources for
A blog featuring intelligent advice and Cisco Partner Plus partners.
case studies to hone your brand strategy.

The Brand Builder
A blog on branding that focuses on
the lessons small business can learn
from larger companies.


References 31

1
Bedbury, Scott, and Stephen Fenichell. A New Brand World: 8 Principles for Achieving Brand Leadership
in the 21st Century. New York: Viking, 2002. 15.

2
Dru, Jean-Marie. Disruption: Overturning Conventions and Shaking up the Marketplace. New York: John
Wiley & Sons, 1996. 114.


32

Third party company names, trademarks, logos and
quotations referenced in these materials are the
property of their respective owners and their use does
not constitute or imply an endorsement, sponsorship,
affiliation, association or approval by the third parties
of these materials or with Cisco Systems, Inc. and/
or its affiliates (“Cisco”). The information contained in
these materials are the opinions of Publicis BOS Group.
Cisco disclaims all warranties as to the accuracies,
completeness or adequacy of such information and shall
have no liability for omission or inadequacies in such
information.


Presented by

Publicis Brand Optimization Systems (BOS) Group develops
brand strategies for clients and brings them to life through
brand identity, employee education and experience design.
BOS Group is part of Publicis Worldwide.

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