An Introduction to Brands

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An Introductionto Brands
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Common understanding

• Brand as a corporate asset
• Brand as not just what you say, but what you do
• Brand as a foundation for our future success

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Brands have the power to create and when managed
properly, sustain real economic value.
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A strong, well managed brand can..

• Enhance awareness, consideration, trial, and
  loyalty
• Command premium pricing margins
• Lower cost of sales
• Increase market share
• Increase shareholder value
• Provide stronger partnership opportunities
• Enhance workforce through improved employee
  attraction and retention

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Recognize any of these?
Accelerated Performance. Delivered
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Brand expressions that evoke the brand
Accelerated Performance. Delivered
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All stand for brands.
Logo
Tagline
Name
Ads
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But a brand is much more.
Logo
Tagline
Name
Ads
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Definition of brand

• A brand is a promise made real by experience. It
  is the relationship a company has with its
  clients, employees, partners and vendors. It
  distinguishes you from your competition. The
  brand relates to everything you do as a company.

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Much of a brands weight isnt immediately visible
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Moving from the mindset of brand as a singular
tool.
Brand
Finance
Comm.
MSRs
Business Strategy
Marketing
Research
People Services
ProductDev.
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To brand as a filter for successful
implementation of business
strategy

• Full brand alignment would mean that CSCs Brand
  is expressed and defined by every part of the
  company

Brand
Finance
Finance
Comm.
Comm.
MSRs
MSRs
Business Strategy
Business Strategy
Marketing
Marketing
Brand Strategy
Research
Research
People Services
People Services
ProductDev.
ProductDev.
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What you say must match what you do
Promises
Verifications
Client evaluation
CorporateCommuni-cation
Results
Advertising
Behavior
Brand
Brand
Website
Product
ProposalSystem
Service
Client decision
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Building the brand from the inside out

• When the people in a company understand the
  brand, they will know what services to deliver.
  And what not to deliver. They know how to answer
  the telephone. What to say on a sales call. And
  how to make decisions guided by the brand. In
  short, the brand is built from the inside out.

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Brand 101 Best Practices

• Do
• Consider your brand a valuable asset that is
  shaped and influenced by everything you say and
  do.
• Remember that names, logos and even advertising
  are only expressions of a brand not to be
  confused with the essence of the brand itself.

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Brand 101 Best Practices

• Dont
• Underestimate the importance of things such as
  business processes, customer service and HR
  practices in the creation of a powerful,
  distinguished brand.

• Do
• Consider your brand a valuable asset that is
  shaped and influenced by everything you say and
  do.
• Remember that names, logos and even advertising
  are only expressions of a brand not to be
  confused with the essence of the brand itself.

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Want more details about the CSC brand?
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Resources

• The following resources are available at
  www.csc.com/brand for more detailed information
  about the new CSC brand and guidance in
  messaging tone of voice and the use of the
  visual identity system.

Design Guidelines Details for application of the
new visual identity system.
Communications Toolkit Reference guide
for messaging and ton of voice. (Coming Soon)
Brand-at-a-glance Overview of key components of
our brand.
FAQs Answers to Questions about our brand.
Brand video Bringing our brand to life in video.
Brand book Bringing our brand to life
in print