The "T" brand
To create a brand, all you need is a logo, an advertising slogan, and perhaps a corporate color and a standard corporate font as well. Right?
Wrong! There's a lot more to it than that. Visuals such as a logo are of course essential marketing tools. But customers expect more than that. They want to see the substance, the personality behind the brand. What makes it special? What is it trying to achieve?
"Life is for sharing" is Deutsche Telekom's answer. And this is more than just a simple advertising slogan. Telekom is making a brand promise to its customers. Based on a simple concept, this promise embodies the corporate vision behind the brand: Life consists of a number of major and minor personal events that people want to share with one another. Customers should be given easy access to these worlds of experience in every possible way -via the telephone, Internet or Internet TV. As a telecommunications provider, Telekom is tasked with enabling such access by providing the best possible communications and IT services. Telekom customers should therefore be able to enjoy the "life is for sharing" experience at all times and in all places.
However, a promise like this must have substance. And this is provided through Telekom's clearly defined brand values. The "T" stands for innovation, competence and simplicity. Innovative - Telekom is setting standards and driving forward social networking. Competent - Networks, services, content management and the relationship with customers are the focus of Telekom's work. Simple - A distinct range of products, understandable pricing and a customer-focused service organization are there to make life as simple as possible for customers.
Telekom has one aim. They want to become one of the market leaders in the area of "connected life and work." The brand promise underlines this intent. "Life is for sharing": Deutsche Telekom aims to make it happen. "It lies at the very heart of what we do, and serves as the guiding light and constant benchmark for the entire company," explains Hans-Christian Schwingen, Head of Brand Strategy and Marketing Communications. So this is an ongoing process, with the "T" as its worldwide emblem, to which all employees in the Group are committed.