Brand strategy
Learn about the foundational principles, priorities and standards that guide how the Kyndryl brand is expressed and extended across every touchpoint.
Our brand strategy is the foundation for all brand decisions. It defines the principles, priorities and standards that guide how the Kyndryl brand is expressed and extended across every touchpoint.
This section outlines the foundational elements of our brand including our purpose, central idea, beliefs and narrative, as well as the formal extensions of these foundations, such as our brand architecture and naming principles. Together, these elements ensure consistency, clarity and long‑term strength of the Kyndryl brand.
Foundational elements of our brand
Brand foundations
Our brand purpose reflects our shared “why”: why we exist, and the overall impact we want to make in the world. Our brand beliefs help guide us along the way, expressing the principles and perspectives that shape how we see the world and show up in it.
Brand narrative
Our brand narrative is our core story, bringing together all our foundational elements to explain who we are, what we stand for, and why we matter as a brand. Our elevator pitch can be seen as a concise version of our brand narrative, clearly and simply explaining who we are and what we do.
Brand architecture
Our brand architecture is the framework that helps us organize and define the relationships between our brands and services.
Extensions of our brand
Employer brand
As a services brand, our people are core to delivering value. We strive to be the employer of choice across the world. Our employer brand idea underscores what makes being a Kyndryl special and what prospective employees will experience at Kyndryl.
Social media guidance
Social media plays a key role in the success of our brand and business around the world. Our social media standards provide clear guidance around how Kyndryls everywhere can participate effectively and appropriately on social media as we continue to grow the Kyndryl brand.
Sponsorship
Sponsorships are a powerful way to strengthen and scale a brand. Our global sponsorship strategy helps to ensure that we are maximizing visibility, building emotional connections and credibility, and demonstrating Kyndryl’s commitment to shared values.