etsi brand book · brand are the organizations that comprise the etsi membership and the staﬀ of...

ETSI Brand Bookmade for The Standards People

03 Introduction

04 Why is branding important?

06 What is important to the ETSI brand?

07 Mission

08 Vision

09 Brand personality

10 Tone of voice

11 Boilerplate

12 Elevator pitch

14 Tagline

15 Tagline scenarios

20 Tagline and slogans

21 Clusters

22 Member logo

02 Contents

ETSI has been at the forefront of ICT standardization since 1988. Now, with more sectors of industry and society reliant on ICT, the open, inclusive environment we off er members is more important than ever.

Recognized, respected and trusted worldwide, the ETSI brand is synonymous with technical profi ciency, innovation and collaboration. At the heart of the brand are the organizations that comprise the ETSI membership and the staff of the ETSI Secretariat that support them. Members and staff are ‘brand ambassadors’, representing ETSI with a single voice and promoting the many positive brand attributes.

We have created the ETSI Brand Book as a single point of reference for all the tools you need to be an eff ective brand ambassador, including mission, vision and brand ‘personality’, tone of voice, a new boilerplate and ‘elevator pitch’, a refreshed version of the clusters, and the latest ETSI tagline.

We hope you fi nd this information useful and would like to thank you for the vital role you play in ensuring ETSI remains the preferred choice for organizations seeking to understand, shape and collaborate on globally applicable ICT standards.

03Introduction

A STRONG BRAND, COMBINED WITH A BRAND STRATEGY THAT ENCOMPASSES EVERY ASPECT OF AN ORGANIZATION’S ACTIVITIES AND THE PEOPLE WITH WHOM IT WORKS (BOTH INTERNALLY AND EXTERNALLY), SHOULD CREATE A POSITIVE PERCEPTION IN THE MINDS OF ALL STAKEHOLDERS IN TERMS OF IMPORTANT BRAND ATTRIBUTES – FOR EXAMPLE QUALITY, DEPENDABILITY, TRUST OR RELIABILITY.

The brand is the reason why people will evangelize an organization, and brand building is the process that establishes and solidifies the relationship between an organization and all of its stakeholders – be they customers, members, employees, suppliers or partners.

At the heart of successful branding is the clear identification of the brand message and its consistent communication.

04 Why is branding important?

The Coca-Cola brand is worth $74 billion. The consumers’ blind and named preference taste test comparison summarized between Pepsi and Coca Cola clarifi es just how much stronger the latter is thanks to its brand attributes

(Source: http://news.bbc.co.uk/1/hi/health/3739462.stm)

Named

65%

Blind

51%Blind44%

Named23%↑↑↓

↓

05Why is branding important?

Enabler of standards

Members

Reputation

Reputation

ICT

Members

MembersMembers

Members

Members

Members

Members

Inclusive

Inclusive

Inclusive

Inclusive

Inclusive

Interoperability

Interoperability

Interoperability

Versatile

Versatile

Versatile

Versatile

VersatileVersatile

Versatile

Innovation

Innovation

Innovation

Innovation

Innovation

Innovation

Innovation Innovation

ProactivityProactivityProactivityProactivity

Proactivity

Proactivity

Proactivity

ProactivityProactivity

Proactivity

Timely

Timely

Timely

Timely

Timely

TimelyTimely

Timely

Reputation

ReputationReputation

Reputation

Reputation

ROI

ROI

ROI

ROI

ROI

ROI

ROI

ROI

ROI

ROI

ROI

ROICollaboration

Collaboration

Collaboration

Collaboration

Collaboration

CollaborationNetworking Networking

Networking

Networking

Networking

Networking

Networking

Networking

Globally applicable standards





Globally applicable standardsGlobally applicable standards






ICT

ICTICT

ICT

ICT

ICT

ICT

ICTICT

ICT





Enabler of standardsEnabler of standards

Networking

Networking

ETSI BRANDING IS FULLY ALIGNED WITH THE STRATEGIC OBJECTIVES AND CORE PRINCIPLES DEFINED IN OUR LONG-TERM STRATEGY (2016-2021).

Strategic objectives

• Being at the Heart of Digital

• Being an Enabler of Standards

• Being Global

• Being Versatile

• Being Inclusive

Core principles

• Timeliness, quality and responsiveness to market needs

• Promotes the adoption of its technical standards worldwide for the benefits of its members’ competitiveness

• Works across all sectors of industry and society that make, use, or rely on ICT

06What is important to the ETSI brand?

“TO PROVIDE THE PLATFORMS WHERE INTERESTED PARTIES COME TOGETHER AND COLLABORATE ON THE PRODUCTION OF STANDARDS FOR INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) SYSTEMS AND SERVICES THAT ARE USED GLOBALLY”

“ETSI proactively creates opportunities and provides resources and platforms for members to come together and cost-effectively collaborate in shaping and driving the timely development, evolution and production of globally applicable standards for ICT-enabled systems, applications and services deployed across all sectors of industry and society”.

How this translates in terms of brand strategy…

Mission statement:

07Mission

“ETSI IS A LEADING STANDARDIZATION ORGANIZATION FOR INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) STANDARDS FULFILLING EUROPEAN AND GLOBAL MARKET NEEDS”

“ETSI’s vision is to be the preferred membership body for organizations around the world seeking to understand, shape and collaborate on globally

applicable standards that support and drive the interoperability, security and profitable evolution of ICT-enabled systems, applications and services”.

How this translates in terms of brand strategy…

Vision statement:

08 Vision

DEFINING A BRAND PERSONALITY – IN OTHER WORDS, IMAGINING HOW A BRAND WOULD BE IF IT WERE A PERSON – SETS THE EMOTIONAL BASIS FOR THE CONNECTION BETWEEN THE ETSI BRAND AND ITS MEMBERS. IT HELPS INTERNAL AND EXTERNAL CUSTOMERS – EMPLOYEES AND MEMBERS – RECOGNIZE THEMSELVES IN THE BRAND.

Creative Proactive

ETSI PersonalityTechnically proficient

Inspirational

Inclusive

CredibleTrustedCollaborative

Vers

atile

Inno

vativ

e

Enab

ling

09Brand personality

A TONE OF VOICE IS NOT WHAT THE BRAND SAYS, BUT HOW IT SAYS IT – ENCOMPASSING THE CHOSEN WORDS ORDER, RHYTHM AND PACE. AN ORGANIZATION’S TONE OF VOICE WILL INFORM ALL OF ITS WRITTEN COPY, INCLUDING ITS WEBSITE, SOCIAL MEDIA MESSAGES AND EMAILS.

dynamic passionate

educationalplain speaking

inspirational

credibleauthoritative

innovative

10 Tone of voice

“ETSI provides members with an open and inclusive environment to support the timely development, ratification and testing of globally applicable standards for ICT-enabled systems, applications and services across all sectors of industry and society.

We are a not-for-profit body with more than 800 member organizations worldwide, drawn from 66 countries and five continents. Members comprise a diversified pool of large and small private companies, research entities, academia, government and public organizations.

ETSI is one of only three bodies officially recognized by the EU as a European Standards Organization (ESO).”

ETSI’S REFRESHED DESCRIPTION THAT APPEARS IN A VARIETY OF COMMUNICATIONS, INCLUDING PRESS RELEASES:

11Boilerplate

Open, inclusive and collaborative environment for members to develop globally

applicable ICT standards.

ETSI is o�cially recognized by the EU

as an ESO.

....reputation enhancing, access to latest info, direct participation, competitive advantage through early

standards adoption, networking with industry

leaders,...

800+ organizations, from 66 countries and 5

continents; ETSI Members find themselves in

good company!

12 Elevator pitch

An elevator pitch is a brief, persuasive speech that is used to spark interest in what the organization does. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. It should be interesting, memorable, and succinct. The elevator pitch also needs to explain what makes ETSI unique.

“ETSI provides members with an open, inclusive and collaborative environment to support the timely development, ratification and testing of globally applicable standards for ICT-enabled systems, applications and services.

As well as enhancing reputation, the many benefits of membership include access to the most up-to-date information on global ICT standards, direct participation in standards development, competitive advantage through early standard adoption and opportunities to network with industry leaders.

We are at the forefront of emerging technologies across all sectors of industry and society that make use of ICT, and our 800+ member organizations are drawn from 66 countries and five continents.

We operate on a not-for-profit basis and are one of only three bodies officially recognized by the EU as a European Standards Organization”.

13Elevator pitch

The

Members Sta�

CollaborationPartners

NetworkingVery diverse groupDirect participationApplicable to all

Standards People

Enabler of standardsProduce globally applicable standards

Promote adoption oftechnical standards worldwide for the benefits of members’competitiveness

The organization, not any organizationPreferred choice

Authority

ETSI’S NEW TAGLINE, ‘THE STANDARDS PEOPLE’, REFLECTS THE KEY ELEMENTS AT THE HEART OF THE ETSI BRAND.

A TAGLINE IS A SHORT MEMORABLE PHRASE USED WITH THE ORGANIZATION’S NAME AND DESIGNED TO CONVEY POSITIVE FEELINGS ABOUT THE BRAND.

14 Tagline

Employee in a social scenario

15Tagline scenarios

Exhibition/External event scenario


Telco member scenario

17Tagline scenarios

New non-telco member scenario


HR scenario

19Tagline scenarios

ETSI: Home of …

ETSI: Home of …

Examples include:

The slogan:

THE NEW TAGLINE IS COMPATIBLE WITH ESTABLISHED ETSI ‘HOME OF…’ SLOGANS.Join

The Standards People

Network with The Standards

People

Collaborate with The Standards People

ETSI:Home of NGP

The slogan:

remains valid.

ETSI:Home of MEC

ETSI:Home of NFV

20 Tagline and slogans

Over the years ETSI has become known for its clusters – a concept that provides a simple, easy to grasp overview of the organization’s activities in ICT standardization.

Building on the ‘people’ aspect of the tagline, a new visual approach to the clusters has been developed. This concept is based on ‘thinking heads’, incorporating an icon depicting the cluster topic, above two ‘arms’ raised as if in celebration. The arms also denote a tick/check in line with ETSI being an enabler and deliverer of standards.

Simplified graphical variations of the clusters exist:

These can also be used as stand-alone cluster illustrations

21Clusters

THIS LOGO IS EXCLUSIVELY RESERVED FOR USE BY ETSI MEMBERS.

THE ETSI MEMBER LOGO IS DERIVED FROM THE OFFICIAL ETSI LOGO TO EASILY AND CLEARLY VISUALIZE THAT AN ORGANIZATION IS AN INTEGRAL PART OF ETSI.

22 Member logo

2018 edition

The ETSI logo is a trademark of ETSI. The ETSI logo shall only be used in accordance with the ETSI Brand Guidelines.

For more information and to view the content of this book in sand art, please visit

www.etsi.org/brand

To request the full ‘ETSI Brand Guidelines’ and any graphics in high resolution, please contact

[email protected]

www.etsi.org

etsi brand book · brand are the organizations that comprise the etsi membership and the staﬀ of...

Documents