A brand is a promise to customers. It’s what they know us for, how they expect us to behave, and how they recognize us. Brands become recognizable by being consistent.
This site will give you the guidance and tools to express the Lenovo brand consistently in everything you do. By building a consistent presence for Lenovo in your work and at every touchpoint, you help build the brand’s strength.
Lenovo brand framework
Vision
Smarter technology for all
Lenovo’s vision of “Smarter technology for all” means we’re committed to delivering technology that improves human outcomes. We don’t believe in developing technology for technology’s sake. We create smarter solutions that make life better, work more productive and make a positive impact on the world.
We make smarter technology
- Purposeful in design and function
- Intelligent (powered by AI)
- Co-created with partners to deliver integrated solutions
- Aimed at delivering better outcomes
- Customer-centric
For all users
- For everyone on the planet to work, learn, and play
- For all industries/customers
- For all business sizes
- For all humans: cultures, races, ages, genders, outlooks, opinions, abilities, and income levels
- For all markets: 160+ countries
Mission
To be the leader and enabler of intelligent transformation
Intelligent transformation represents advancements in AI, hybrid cloud, edge, IoT, and metaverse solutions, enriching individual lives and revolutionizing businesses.
What makes intelligent transformation possible?
With our industry-leading pocket-to-cloud portfolio, Lenovo is driving this transformation through the 3S strategy:
- Smarter IoT – A smart Internet of Things (IoT) forms an essential texture for our connected world. Devices are becoming smarter—always on, always connected, easy to collaborate with other devices, anticipating your needs with natural language interactions, seamless cloud connections, and enhanced security and privacy protection.
- Smarter infrastructure – Smart infrastructure provides the computing, storage and networking power to support intelligence.
- Smarter industry verticals – Our smart IoT gathers data from chosen industries, which gets processed by smart infrastructure’s computing power and refined with advanced big data tools. Using industry-specific AI algorithms, we can train and develop models that provide insights to dramatically improve processes and decision-making, and accelerate time-to-market for our customers.
Value proposition
Lenovo is uniquely capable of delivering “Smarter technology for all” because of our company strengths.
- A global team reflecting the diversity of our customers.
- 40 years of leadership excellence in developing & delivering transformative products and solutions for all.
- Offering a comprehensive portfolio of AI hardware, software and service solutions from pocket-to-cloud.
Personality
Purposeful, unexpected and brave
We convey everything that we do through our three personality traits:
- Purposeful in everything we do. We consistently push for smarter solutions that make a positive impact.
- Unexpected in the category. We aren’t afraid to stand apart in the marketplace.
- Brave in our actions. Because we recognize that good ideas come from everywhere, we find and meet needs that others don’t notice.
To learn more about our traits, visit our personality section.
Audience
Tech optimists
They believe in technology’s potential to transform their world and know that a global, diverse perspective is critical to real change. They are IT decision-makers, business end users, consumers, and our employees. Tech optimists are a global audience that can be targeted through media segmentation.
Lenovo subbrand framework
We bring the vision of “Smarter technology for all” to life through our subbrands.
Each of our subbrands offers a distinct value proposition at every customer touchpoint, as reflected in the brand definition statements. Never use the brand definition as a tagline for external communication. It is simply a guide for messaging expression that helps ensure alignment with our vision.
Think brand definition
Powering the intelligence era for all
Value proposition:
An industry-first pocket-to-cloud portfolio that works together to power intelligent businesses.
Target audience:
ITDMs (Information Technology Decision Makers) and C-Suite Executives
Here is how the Think franchise brand definition applies to the subbrands
ThinkAgile
Faster time to value with hybrid cloud for all
ThinkBook
Boundless inspiration for all
ThinkCentre
Unleashed potential for all*
ThinkEdge
Intelligent insights for all
ThinkPad
Unleashed potential for all*
ThinkPhone
Productivity unleased, anytime, anywhere for all
ThinkReality
Augmented intelligence for all
ThinkShield
Advanced protection for all
ThinkSmart
Intelligent collaboration for all
ThinkStation
Breakthrough creativity for all
ThinkSystem
Accelerating transformative outcomes for all
ThinkVision
Unleashed potential for all*
* ThinkPad, ThinkCentre and ThinkVision have a go-to-market synergy and therefore, have the same brand definition.
TruScale brand definition
Limitless innovation for all
Value proposition:
TruScale delivers Lenovo’s industry-leading, AI-ready portfolio of IT services, infrastructure, and end-user devices, as reliable, scalable as-a-service solutions for all workloads and workplaces.
Target audience:
ITDMs (Information Technology Decision Makers) and C-Suite Executives
Yoga brand definition
Inspiring creative expression for all
Value proposition:
Harnessing the power of generative AI with innovative form factors and an intuitive ecosystem that helps supercharge the creative process.
Target audience:
Generation Z creator
Legion brand definition
Inspiring gaming breakthroughs for all
Value proposition:
Empowering gamers to defy limits with cutting edge gaming hardware and solutions, leveraging AI to create seamless gaming experiences through a gaming ecosystem and services.
Target audience:
Immersed gamers
LOQ brand definition
Launching gaming journeys for all
Value proposition:
Gateway to serious gaming that helps propel gamers to find their communities by providing segment-leading gaming hardware and software.
Target audience:
Aspirational gamers
Idea brand definition
Opening up the world for all
Value proposition:
Modern devices that enhance the ability to work, play, study and create while offering incredible versatility and value.
Target audience:
Aspirers
* Idea franchise covers the entire family of Idea-branded products such as IdeaPad and IdeaCentre.
