What is a Brand?
A brand is a promise that should be easily understood through a simple idea you can place in the minds of your various stakeholders.
A Brand Promise should help to focus on the delivery of product and service experiences.
A brand helps you all work together towards the same ambition.
The aircraft manufacturer Boeing has always been willing to bet the farm on ambitious projects. If the Boeing 747 aircraft was a commercial failure it would almost certainly have ruined the company.
It is not surprising that Boeing states its intent to be “Being on the leading edge of aviation; being pioneers and risk-takers”.
They described a simple compelling idea that shaped everything the company stood for. This is a Brand Promise that really defines the way the company behaves.
Our Brand
So what’s our simple promise? What defines us and what makes us unique?
These guidelines introduce our brand promise and the simple idea that help people articulate what we’re all about. It also includes our Visual Core Elements, which are the communication tools we need to help tell thestory.
These guidelines set out to inform and inspire our friends about our brand. We hope you find them useful and informative.
Our Brand Promise:
Clean and renewable energy – our commitment to leave a lighter impact on earth’s climate and help sustain its energy resources for the future
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