Understanding a brand
Brands are a promise you make to your customer. It’s a promise based on what they expect to receive when they hear or see your name. Historically, brands were primarily symbols used to identify products and services; today, brands carry more meaning. The Concur brand is the relationship between us, our stakeholders and the public. Like any relationship, it is based on every interaction.
Concur Visual Identity Guide 2011
It’s not just the logo or marketing materials. To be successful we must have consistency between what we communicate and how we behave.
Concur depends on its brand to communicate the value we provide to our core audiences. Our brand represents what we stand for, conveys the beliefs and principles upon which we operate and serves as our first impression in any forum.
In order to translate the Concur brand idea into a cohesive experience and to deliver on its promise, the following principles must apply:
• The physical applications of the Concur brand has to be consistent and should always be closely linked to the company’s brand identity.
• The expectations generated by the brand should never be weakened by broken promises, inconsistent language,“out-of-character” visual presentation or voice/tone.
The Concur Visual Identity Guideline contains examples, rules and guidelines for upholding the brand throughout Concur’s visual communications. By following the guidelines in this book, you’ll be doing your part to protect and strengthen Concur’s identity.
You’ll find simple directions on how to use our visual identity correctly. Inconsistent use of a brand is the number one factor that reduces the strength of a brand.