Brand Overview

A brand is a collection of symbols, experiences and associations that shape how others perceive a product, service, or company. A logo alone, for example, is not a brand but simply a component of a brand. Similarly, Web sites, brochures, events, and even people can also be representatives of a brand.

A strong brand is usually synonymous with trust in the hearts and minds of an organization's public. This trust can be built over time through careful positioning of the brand at every touch point, or it can be tarnished in an instant when an organization fails to deliver on the expectations of its audiences. This brand trust can be reinforced through stronger alignment of messaging and visual representation.

Mission Statement
IEEE's core purpose is to foster technological innovation and excellence for the benefit of humanity.

Vision Statement
IEEE will be essential to the global technical community and to technical professionals everywhere, and be universally recognized for the contributions of technology and of technical professionals in improving global conditions.

IEEE is engaged in an enterprise-wide strategic planning process. A summary of the long-range strategic plan, termed the IEEE Envisioned Future, details the main elements of the plan.

The key components of a communications program include:

• positioning statement – a short descriptive statement of what an organization does and for whom, and what makes it different;
• elevator pitch – an idea or message that can be delivered in the time span of an elevator ride;
• tagline – a memorable phrase that captures and reinforces a brand’s essence.

In communications, taglines serve multiple purposes: they increase the awareness and understanding of an organization, and position the brand “top-of-mind” – creating immediate awareness and reinforcing the audience’s identity with the brand. They also help people remember a brand by distilling its essence into a short phrase. Taglines also align an organization’s message with its target audience(s).

These three messaging components can be utilized in conversation and IEEE collateral materials, in keeping with approved messaging guidelines.

» Download the IEEE Positioning Statement, Elevator Pitch and Tagline (PDF, 96.8 KB)

To maintain and strengthen the desired perception of the IEEE brand, the Brand Identity Guidelines should be utilized. The guidelines represent an opportunity to establish and extend equity for the IEEE brand, ensuring that consistent messages are delivered. Communications created based on these guidelines will help ensure that members, industry professionals, and other organizations will perceive IEEE as a leader in the global technology community.