Foundational elements of our brand strategy
Brand foundations
Our brand purpose reflects our shared “why”: why we exist, and the overall impact we want to make in the world. Our brand beliefs help guide us along the way, expressing the principles and perspectives that shape how we see the world and show up in it.
Brand narrative
Our brand narrative is our core story, bringing together all our foundational elements to explain who we are, what we stand for, and why we matter as a brand. Our elevator pitch can be seen as a concise version of our brand narrative, clearly and simply explaining who we are and what we do.
Architecture and naming
Our brand architecture is the framework that helps us organize and define the relationships between our brands, and services. Our naming principles are based on our brand architecture and help us build equity for Kyndryl, our hero brand around the world. Everything we do, needs to build equity in the Kyndryl brand. Naming principals included both internal and external naming. Both need legal and brand approval.
Extensions of our brand strategy
The Kyndryl Institute
The Kyndryl Institute is one of our associated brands, incorporating bold new creative while continuing to further support and lift our hero brand.
Employer brand
As a services brand, our people are core to delivering value. We strive to be the employer of choice across the world. Building a strong and differentiated employer brand is key to how we sustain our reputation and deliver on our employer brand “progress with purpose.” Our employer brand idea underscores what makes being a Kyndryl special and what prospective Kyndryls will experience at Kyndryl.
Social media standards
Social media plays a key role in the success of our brand and business around the world. Our social media standards provide clear guidance around how Kyndryls everywhere can participate effectively and appropriately on social media as we continue to grow the Kyndryl brand.
Sponsorship & partnerships
Sponsorships are a powerful way to strengthen and scale a brand. Our global sponsorship strategy helps to ensure that we are maximizing visibility, building emotional connections and credibility, and demonstrating Kyndryl’s commitment to shared values.
