TheBrandGuideI. Our PurposeII. Our PositioningIII. Our Core IdentityIV. Our Color PaletteV. Our TypographyVI. Our ImageryVII. Our VoiceVIII. How It’s AppliedTable of Contents3IIIIIIIVVVIVIIVIII2Our PurposeI54“The feeling our customers have when they leave our stores determines how soon they’ll be back.” Sam said it best.7Our PurposeThe same applies to our brand. Walmart is the friendly neighborhood store customers have come to trust and depend on. By creating consistent images that welcome and appeal, we ensure that customers will come back – again and again.II6We serve everyone.Our customers are not defined by demographics, but by their desire for value. And they depend on us to deliver that value to them, every day. They want to save money on life's essentials, as well as on the things that make life special. What's most important to them is convenience and low prices on quality products. Which makes that important to us as well.9I8Introduction to Our Customer 11“ If we work together, we’ll lower the cost of living for everyone…we’ll give the world an opportunity to see what it’s like to save and have a better life.”Our Company’s InspirationSaving people money so they can live betterIt drives all our business decisions and actions. It’s the guiding philosophy we communicate with pride, both internally and externally.It's the way we seek to positively influence society broadly and our customers, communities, and stakeholders personally..Our Purpose—Sam WaltonOur Company’s PurposeII10Our PositioningII1312Our PositioningWe help our shoppers live better because we deliver low prices on the brands they trust, in an easy, fast, one-stop shopping experience.15Our brand characterServant leadership is our core character. Sam Walton committed the company’s strengths to helping lower the cost of living for our customers.II14Our PositioningOur Brand Personality TraitsIt’s our job to make sure that all of our communications are consistent with the following brand personality traits. Our brand personality traits describe how we want our customers to perceive our company.CaringTrait No. 1We’re caring, not cold. We welcome families with our hometown warmth and exclude no one — we welcome everyone through our doors. We care about our local communities and are compassionate toward the people in them. We’re helpful and very engaged. Our customers trust us; we work hard at never letting them down.17IIII16Our PositioningAuthenticWe’re everyday people like our customers. Genuine. Human. And authentic.We’re forward-thinking and inventive to make our customers’ lives better by improving their shopping experience.19InnovativeTrait No. 2Trait No. 3IIII18Our PositioningStraightforward21We’re upfront with our customers, suppliers, and fellow associates. No hidden agendas, no ulterior motives.Trait No. 4IIII20Our PositioningMore than just pleasant, we're optimistic....
