BT Business Partner Sales (BPS) Brand Guidelinesfor Partners

Guidelines for use of the BT Brand endorsements by BT BPS Partners and Resellers

Issue 8: June 2013 - Brand Helpdesk - brand.helpdesk@bt.com

BT Business Partner Sales (BPS) Brand Guidelines

Issue 8: June 2013

These guidelines have been produced to help BT BPS Partners and

Resellers understand the BT brand and how it can be used in their

marketing communications. The following information will enable you to

clearly and consistently explain your relationship with BT to customers,

whilst at the same time protecting the value of the BT brand.

Any marketing, promotional materials or e-marketing collateral, that you

create featuring the BT endorsement must be designed according to these

guidelines, and must be signed off by the BT BPS Partner Manager before

you go into production.

"Authorised Partner", "Partner" or "Reseller" in these Brand Guidelines

shall respectively have the same meanings as "Company" or "Reseller" in

the BPS Agreement

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Introduction

The BT brand BT's vision is to be dedicated to helping customers thrive in a changing world.

Why we're here

We believe in the power of communication to make a better world.

We bring together the best networks and technology with the expertise of our people. Making connections, creating new possibilities. This way businesses can grow, communities can flourish, and individuals can get more out of life.That's the difference we make, every day.

Our values

Our values aren’t just nice words.Our values give us a shared understanding about what really matters around here – the attitudes and behaviours we prize in our colleagues. Living up to our values in everything we do will help build the culture BT people want to be part of. And that's down to all of us.The difference is you.

Customer – we are here for our customersTeam – we help each other achieve moreHonesty – we are honest and respectfulChange – we all make change happenPride - we are proud to make a difference

The BT mark

The BT mark is a symbol of the BT brand. By following these guidelines, BT BPS Partners and Resellers can use the BT mark always with the appropriate endorsement wording to add authority to their marketing communications and benefit from the power of the BT brand, which is one of BT’s most valuable commercial assets.

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Joint marketing with Authorised Partners and Resellers BT BPS Authorised Partners and Resellers are allowed to use two distinct endorsements in their marketing and communications to enable them to explain their relationship with BT to customers. These marks are for the exclusive use of BT BPS Authorised Partners and Resellers in the UK and are controlled by strict approval processes, ensuring their value to you is maintained and protected. Authorised Partners should use the ‘Authorised partner of’ endorsement when communicating with end customers and Resellers.

Resellers should use the ‘Reseller for’ endorsement when communicating with end customers.

For the purpose of these guidelines, "Resellers" includes wholly owned subsidiary companies of Authorised Partners which are performing the same functions as if appointed by an Authorised Partner as a Reseller.

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Design Guidelines

Principles

The key objective of joint marketing is to make it clear to the customer who the communication is from and to explain why two or more logos co-exist on a page. This is why the BT endorsement that you are authorised to use always appears with the endorsement wording, and why it must be used subordinately to your own brand. The three key principles are:

• Your own look and feel. Any marketing communications that use the BT endorsement should be in your own style.

• BT is subordinate. The BT endorsement should be half the size of yours and positioned in accordance with the design guidelines. You should also avoid overly heavy use of the BT name in headlines and text.

• Only BT BPS products and services. The BT endorsement should be used only when you are promoting products and services in the BT BPS portfolio.

BT campaigns

BT may also create campaigns and materials for its Partners and Resellers to use. These will be created in the BT style; you are able to add your logo and contact details, and deliver the campaign. Generally these campaigns will be available through the Sales Zone,available through the BT Specialist Partner Sales portal, www.btsaleszone.co.uk

As these marketing communications are created by BT, you may only adapt them with your logo and contact details; they are considered ‘pre-approved’ and you do not need to seek brand approval to use.

Important note: Only BT may create marketing communications using the BT font or design style. Authorised Partners and Resellers should not attempt to create marketing in this format or using any of these elements.

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When you may use the endorsement

Whilst BT can't provide specific language which would always be acceptable, we can provide examples of what would usually be considered unacceptable, but these should not be treated as an exhaustive list. You must ensure that all your communications are factually correct and compliant with the CAP Code of Practice.

You may use the BT endorsement only when you are promoting products and services that are part of the BT BPS portfolio.

The BT endorsement may be used on: • Marketing material including direct mail, publications, literature, press releases, press

advertisements, point of sale material, online communications and websites (excluding email signature and sign-off), exhibition panelling and stand signage

• Training material • Promotional items • Shop window signage • Company headed paper (but only relating to BT BPS products and services)• Events or exhibition materials

When you should not use the endorsement

The BT endorsement should not be used on:

• Invoices or other printed materials associated with billing activities • Business cards • Email signature and sign-off • Vehicles • Company headed paper for communications not related to the BT BPS product

portfolio • Corporate clothing

You must also not use the endorsement when:

• Selling products from other parts of BT (e.g. BT Wholesale) • Selling ‘white label’ products • Selling products or solutions that do not include any BT BPS elements (e.g. only other

vendors’ or your own branded products) • Selling via a subsidiary or related company which is not wholly owned by the

Authorised Partner except upon explicit written consent from BTNo references to former marketing/segmentation programmes may be used. BT no longergrants 'gold' or 'silver' status to Authorised Partners.

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You should not claim to be

• An associate of • A colleague of • In collaboration with• An affiliate of• Working in an alliance, syndicate or joint venture with • Working on behalf of BT • Doing work for BT • Working with BT• Working for BT • A part of BT • Instructed by BT • Account managing for BT • A customer service (or any other) division of BT• The only (Authorised Partner or Reseller, even if true for your locality) • The largest/biggest/most successful Authorised Partner or Reseller • Email signature and sign-off

If you are unsure whether you can use the endorsement, you must consult the BT BPSPartner Manager before you commence design.

Other relationships with BT

If you are in any other business relationships with BT, you must not refer to your Authorised Partner or Reseller status when promoting these other relationships.

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Social media

Authorised Partners and Resellers are reminded that reference to BT or to BT's products and services in a Social Media context is governed by the IPSA contract and that the advice in these guidelines is applicable to use of BT in the form of the endorsement and to more generalised references to BT. This means that you should stick to making factual statements and avoid negativity towards BT. More specifically, Authorised Partners and Resellers should bear in mind the following:

Do's

• Be honest about who you are at the outset and make it very clear through appropriate use of the Endorsement that you are an Authorised Partner of BT, engaged by us to sell a range of products and services• When expressing opinions about products and services (whether BT’s or those of competitors with whom you are making comparisons) make it clear that these are your opinions• Ensure that any content you post stays within these Guidelines and the Terms and Conditions of your IPSA contract with BT. If there is any doubt as to the suitability of any content, please consult your Partner Manager. • Liaise with your Partner Manager (Resellers - engage with your Authorised Partner) to remove quickly any content which is posted in error or which in any way contravenes these guidelines or is otherwise detrimental to BT• Use the BT Endorsement but only once on any given page to avoid clutter• Link to BT campaign materials and encourage users/readers to follow the links.

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Social media

Don'ts

• Create User Names, Profile Names, Vanity urls, hashtags etc comprising or including "BT" or any of our other Trade Marks • Create or upload Profile Photos (“Avatars”), header photos or background images which comprise or include the endorsement, the “Connected World” (globe) element of the BT Corporate Mark alone or any other BT Trade Marks• Create User Groups which use the BT endorsement or any BT Trade Mark logo or image to identify them• Post any material which is inaccurate or misleading about BT or its products and services or about the extent of your authority to represent BT under the IPS Agreement• Post any material which is in any way offensive or likely to cause damage to the reputation or good name of BT• Do not adapt BT campaign materials for posting to Social Media pages or websites.• Do not respond directly to negative comments uploaded by angry customers or those with a clear anti-BT agenda but offer assistance where possible.

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Design Guidelines

Size The complete BT endorsement (wording plus BT and Connected World symbol) should be half the size of your own logo.

Position

The correct position for the BT endorsement for most materials is in the bottom right-hand corner, and widely separated from your own logo.

These guidelines also apply to BPS Resellers using the 'Reseller for BT' endorsement.

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Websites

The position on websites should ideally be top right-hand corner, either within your banner or just below, depending on the functionality of your website.

Note:Show the BT endorsement only when you are promoting products and services that are part of the BT BPS portfolio.

The preferred position of the endorsement on exhibition panels is at the top of the panel separated from your own logo. However, the design of your stand and its environment may make the endorsement difficult to see so there is some flexibility in its placing.

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Design Guidelines

Colour • When communications are printed in full colour, the BT endorsement should be

printed from the four colour process.

• The BT endorsement should appear on a white background. When communications are printed in full colour but if it is not practical to use a white background, the BT endorsement may be reversed out of a solid background colour, but you must consult your BT BPS Partner Manager regarding acceptable background colours.

• When communications are printed in black only, the BT endorsement must be printed in black or be reversed out of solid background.

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Spacing The BT endorsement should always have a minimum amount of clear space around it, as shown below.

The smallest size that the BT endorsement should be used is shown below.

Adapting the endorsement

The endorsement should not be altered in any way.

• Do not use the BT mark on its own.

• Only the approved wording ‘Authorised partner of’ and ‘Reseller for’ may be used. Do not use any alternative words.

Minimum size on screen Minimum size for print

21 Pixels 8mm

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Legal If your communication contains the word partner or partnership, it must contain the following disclaimer in small print but legible:

‘The meaning of the word partner or partnership in this communication is governed solely by the terms of the commercial agreement(s) and/or arrangements in place between BT and its partners. It does not give rise to a partnership as defined by the Partnership Act 1890 and any such meaning is expressly rejected by BT and its partners.’

Email and Search Engines In addition to protecting its intellectual property rights by prevention of misuse of the BT Corporate Mark, BT protects the use of its name online and you should therefore strictly adhere to the following:

• Do not use "BT" in any domain name e.g. www.btsalespartner.com, www.partnerbt.com, www.btandpartner.com

• Do not use BT in any email address except for those which BT has assigned as approved for use by BPS Partners and Resellers. The current approved prefixes are "btorders" and "btsales" which may be used, e.g. in the format btorders@reseller.com or btsales@ partnernetwork.com

• Do not use BT within any display url or otherwise in a format designed for Search Engines to locate. In particular, do not use BT, or any other BT Trade Marks, as key words and do not bid against such trademarks/keywords in any online advertising system such as Google Adwords, except upon explicit written consent from BT.

Process All marketing communications using the BT endorsement must be approved by your BT BPS Partner Manager. Partners and Resellers should use the unendorsed mark only on pre-approved collateral. No other use is permitted without the prior agreement of Group Marketing and Brand. All requests must be made through your Partner Manager.You should refer to these Brand Guidelines and the BPS Collateral Sign off Process document during the design process, if you are at all unsure seek the guidance of your BT BPS Partner Manager.Marketing communications created by BT BPS and adapted with your contact details, are considered pre-approved and do not require brand approval to use.

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