We deliver our promise of “Smarter technology for all” through three brand personality traits:
Purposeful
We consistently push for smarter solutions that make a positive impact.
Unexpected
Because we recognize that good ideas come from everywhere, we find and meet needs that others don’t notice.
Brave
We aren’t afraid to stand apart in the marketplace.
Purposeful
At Lenovo, purposeful refers to:
- Clear ideas
- Inspiration from customer insight
- Ease of use
- Quality materials and production
How we communicate
“Purposeful” means we have an intention for everything we do. Each experience has a core idea that, when summed up, answers the question, “How does this support our vision of a world with smarter technology for all?”
Our personality in action
ThinkPad laptops introduced webcam shutters to the market, solving the common fear that your webcam might be hacked and used to watch you.
This served the worthy purpose of eliminating a potential fear and was only possible because we were brave enough to recognize that a universal product feature was actually a source of concern for many. Unexpectedly, the solution to this high-tech challenge, ThinkShutter, is simple and analog—no tech savviness required.
Unexpected
Within our personality, “unexpected” means:
- Distinct from category
- Elements that surprise and delight
- Benefits in action
How we communicate
“Unexpected” means we don’t look or sound like anyone else in our category. We’re inclusive and curious, and we seek out the undiscovered.
Our personality in action
Tech is so full of unboxing videos that it’s cliché—giving us the perfect opportunity to turn the format on its head.
Rather than showing yet another techie excited about features and peripherals, we featured a bear excited about, well, we’re not really sure. Video still contains a purposeful undertone about the durability of the laptop inside the box. And you know what? It takes bravery to produce a video in proximity to an apex predator. (But that’s another personality trait.)
Brave
For Lenovo, “brave” means:
- Forging the future
- Being courageous about diversity
- Having passion and confidence in our work
- Expressing a point of view
How we communicate
“Brave” means we’re confident in our point of view and we communicate with optimism and honesty. We are unafraid of straight talk and don’t hide behind jargon.
Our personality in action
We know our values as a company and we are confident in expressing them. ‘Love on’ speaks to our commitment to diversity and making sure that underserved groups have access to technology.
Changing the logos on our headquarter offices was a brave, confident statement of our commitment to increase access to STEM education and empower diverse and underserved communities through global grant making and employee engagement.
