IBM

The catalyst that makes the work work better

Feb 25, 2024

This article is part of a Brand Strategy column focused on uncovering the associations behind the world’s most disruptive brands. See all reviews

In 2004, IBM published a booklet titled “Our Values at Work - On Being an IBMer" with an outline of their brand values (which represent their beliefs and influence their behaviours). This was the result of a company wide employee-feedback process involving thousands of employees1. Interestingly, 20 years later, these still remain valid. Maybe, just like the company which has been around for over a century, they are proof that solid foundations are built to last.

Brand Mission (Why we exist):

To be a catalyst that makes the world work better.

Brand Values (Who we are):

Dedication to every client's success.
IBMers are passionate about building strong, long-lasting client relationships. This dedication spurs us to go “above and beyond” on our clients’ behalf. IBMers are focused on outcomes. We sell products, services and solutions, but all with the goal of helping our clients succeed, however they measure success. IBMers demonstrate this personal dedication to every client, from the largest corporation and government agency to the startup and neighborhood market. Every IBMer, no matter where he or she works, has a role in client success. It requires the full spectrum of IBM expertise.

Innovation that matters — for our company and for the world.
IBMers are forward thinkers. We believe in progress, believe that the application of intelligence, reason and science can improve business, society and the human condition. IBMers love grand challenges, as well as everyday improvements. Whatever the problem or the context, every IBMer seeks ways to tackle it creatively —to be an innovator. IBMers strive to be first — in technology, in business, in responsible policy. IBMers take informed risks and champion new (sometimes unpopular) ideas.

Trust and personal responsibility in all relationships.
IBMers actively build relationships with all the constituencies of our business — including clients, partners, communities, investors and fellow IBMers. IBMers build trust by listening, following through and keeping their word. IBMers rely on our colleagues to do the right thing. IBMers preserve trust even when formal relationships end.

Descriptor (What we do):

We bring together all the necessary technology and services to help our clients solve their business problems.

Design Principles (How we express ourselves):

Carefully Considered
Design is an exercise of decision-making; experience, judgement, responsibility and timing. These softer skills are difficult to distribute. Before we decide to do anything, we must consider its usefulness and utility to others. Then, we must determine how committed we are to enthusiastically explore and progressively deliver the full potential of a design.

Uniquely Unified
In order to guide, continuity and creativity must co-exist in design. Both of these qualities must be recognizable. Successful systems require both fixed and fluid elements of expression. The elements that bind all experiences are essential to providing a unified look, feel and tone. The innovative ways in which we use these elements delivers distinction and uniqueness.

Expertly Executed
Everything communicates, both the things we do and the things we don’t do. The care and craft we put into every experience is equal to any confidence or consideration we should expect in return. Every execution of IBM should exude expertise. This extends to the partners we choose to work with. We embrace the best of the best. And we never limit the impact of our ideas to our own abilities to deliver completely our design intent.

Positively Progressive
To guide is to lead. We are a Company with a history of firsts, including ‘good design’. We are forward thinkers, futurists. We believe in and are dedicated to advancing the world around us, positively, progressively. Every design should present these qualities.

“A Business and its Beliefs”, IBM, accessed February 21, 2024, https://www.ibm.com/history/business-beliefs

“About”, IBM, accessed February 21, 2024, https://www.ibm.com/about

IBM, “Our Values at Work - On Being an IBMer”, September 2004