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3M Brand Identity

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Vision, Objectives & Strategies


3M Brand Identity Vision

We earn customer loyalty and respect when we effectively differentiate from our competition and leverage the 3M brand identity standards as a vehicle for impact and success. As a diversified technology company, we rely on the delivery of our brand promise (what we bring to the marketplace), align with the expression of our brand essence (how 3M is able to achieve that brand promise) to ensure understanding and connection with our company, brands and products.

3M Brand Promise
Practical and ingenious solutions that help customers succeed

3M Brand Essence
Harnessing the chain reaction of new ideas

The integration of these core building blocks reinforces the trust, leadership, quality and innovation for which 3M has grown to be recognized and respected. In addition, of course, we also have our strategic brands, which provide further relevance and differentiation in key market categories.

3M Brand Identity Objectives
The objectives of our brand identity system are to:

  • Manage the 3M brand globally - expressing our promise, personality and values.
  • Build the ability of the 3M brand and strategic brands to instill familiarity, reinforce brand/product experience and protect our equity.
  • Provide tools to facilitate consistent and effective delivery of the brand promise with every point of contact.

3M Brand Identity Strategies
To build a truly global brand, we need to maximize awareness and relevance of our single, unifying 3M brand. To achieve this, our strategies are to:

  • Increase familiarity of the 3M brand identity through consistent application of our identity standards worldwide.
  • Build equity in identity assets that are globally recognized.
  • Build market leadership in every market we serve.