CLIENT: Unisphere Networks
PROJECT: Intranet
FORMAT: Website
AUDIENCE: Employees and vendors

Branding Toolkit

(Excerpt)

Welcome

Our brand name is a valuable corporate asset that will grow in value if we take care to use it properly and consistently. This Brand Toolkit provides important information about our Unisphere Networks brand and detailed guidelines for its use. Here you'll find instant access to easy-to-use logotype files, color palettes, document and presentation templates in Microsoft Word and PowerPoint, icon libraries, and a library of components to assist you in creating collateral materials. You can also order from our inventory of existing collateral materials.

The Brand Toolkit is our brand education center for people within and outside the company who may be involved in creating communications and other materials that will reflect and expand our image as a company. We strongly encourage you to take sufficient time to understand and follow these guidelines. Consistency in the ways we brand our products, services, and communications will enable us to protect and grow our brand image worldwide. For clarity, we've included a short glossary of words commonly used when discussing a brand.

WHAT IS A BRAND?

A brand is much more than a symbol or trademark. It is the aggregate of everything that such a symbol means in the minds of those who encounter it. A company's brand identity, therefore, begins with the creation of a first impression and builds stronger with every subsequent encounter. By definition, it reflects the personality and mission of the organization and everything it does. Each time a company communicates, whether internally with associates, or externally with customers, investors, the media, and the public, it has an opportunity to build its brand image and reputation.

As a brand becomes increasingly well established, it acquires financial as well as commercial value. Consequently, it is important to manage and treat a brand with the same degree of care as other financial assets.

ABOUT OUR BRAND

Many attributes become associated with a brand over time. It is critical, therefore, that when using the Unisphere Networks brand we emphasize attributes that respond to the expectations of our various audiences and the opportunities presented by the markets in which we compete. Among those attributes are:

• Reliable: Few industries move faster or build on newer technologies than the networking industry. It is little wonder, then, that capability, compatibility, and reliability are always high in the minds of customers. At Unisphere Networks, our expert technical knowledge and experience mean that customers can rely on us to deliver quality and excellence in products as well as service throughout the sales and service cycle.
• Comprehendible: The rapid pace and extremely technical nature of our industry often leads to communications confusion. This can create frustration among customers, business partners, investors, and the public. It is therefore essential to assure that our communications and brand image are simply expressed in ways that are accessible and appropriate for their intended audiences.
• Knowledgeable: In times of need, turning to an expert is natural. Our communications, therefore, whether in advertising, product literature, packaging, or any other media, should express confidence in our expertise and position as an industry leader.
• Accessible: In a fast-moving business environment where millions of dollars can be lost in a flash, knowing there is a company that will respond to your needs as a customer quickly is reassuring. We must give customers and prospects peace of mind in knowing that Unisphere Networks is here whenever they might need us.