Product Identity

Products themselves are an important part of the total brand experience. They are the single most important component of building customer loyalty. If a brand is a promise we make to a customer, the product must deliver on that promise through performance of specific tasks, reinforcement of perceived value and reflecting the brand identity itself.

Some products are very effective at expressing the emotional attributes of the brand. This is achieved through form, color, identification markings, texture, materials, etc. It is this blend of image (identity) and performance that helps 3M create successful products that deliver on the promise, create an enjoyable user experience and encourage strong customer loyalty.

Specific identity standards for products include: use of the 3M logo, integration of required product information and leveraging Trade Dress.

Other parts of the Product Identity section of this Web site define different product types and provide considerations for successful product design.