Brand
Framework
Brand Positioning
Mission
We create experiences that drive growth and more fulfilling work experiences for people everywhere.
Vision
HP is redefining the future of work through technology.
Belief
We believe that the future of work is delivering growth and fullfilment through technology.
Ambition
Shape the future of work.
Human Truths
Everyone wants to love the work they do, because then it doesn’t feel like work.
Voice & Tone
We tackle challenges with optimism and a solution-driven mind-set. We bring fresh perspectives, pioneering ideas to elevate work-related discussions. Our deep understanding of customers’ needs allows us to speak confidently about how our technology can enhance their work. We believe in being straightforward and honest—no fluff, no overselling. We invite customers to join the conversation, ensuring their voices are heard.
The tone of voice should be reflected across all communication to our customers, from sales presentations to marketing communication materials to customer-service scripts. This is not just guidance for marketing, advertising or comms. It’s how we speak, express and convey our brand at every touchpoint.
Our Voice Is
- Authentic and Relatable: Use language that resonates with our customers, showing empathy and understanding of their working needs and aspirations.
- Confident and Authoritative: Be clear and assertive on the value our technology will bring, without being arrogant or overbearing.
- Inspirational and Motivational: Encourage and inspire by sharing a vision of a better future. Be uplifting and positive to motivate people to embrace change and see the potential for growth and fulfillment through technology.
How it sounds
- With the right tools, work doesn’t have to feel like work.
- It’s tough to focus when you’re out of focus.
- Two years of printing with just one tank.
- Speed and Efficiency Redefined: High-volume printing with confidence.
How It Doesn’t Sound
- We invented Silicon Valley. Now, we’re reinventing the AI PC.
- The revolution is coming, and the spotlight’s on you, with HP AI PC.
- Two years of perfect printing with just one tank. Yeah, we did that.
Naming Taxonomy
In support of our ONE HP strategy is a new naming taxonomy, outlined below. To strengthen our master brand, sub brands are being eliminated, and all products, events and services will be treated equally.
Brand Hierarchy
To define the naming taxonomy, classify and identify the elements following a hierarchical formula.
Brand Lockup
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