These are the core principles that guide our brand. Everything else is built on top of these, from how we talk about what we do, to the color system, to how communications are crafted. When there are grey areas or ambiguity, look to these principles for guidance.
Values
These are our core brand values, the elements that the rest of our voice and communciation is drawn from.
Tenets
These tenets are our guiding lights, designed to aid in direction-setting as the company grows and changes. They are based on our values, and provide a good guide when creating brand communications. If you're unsure about how to speak about a particular topic, these traits can help you decide how to approach it.
Put the customer first, and the rest will fall into place
Our main goal is to serve veterans. When considering new company directuion and decisions, we should always ask ourselves how it will benefit our customers. If it doesn't, it's not a good idea.
When in doubt, trust the golden rule
When in doubt, trust the golden rule. If you wouldn't want to be treated that way, setting a policy that treats our employees or customers that way probably isn't in the best interests of the company.
Be a good steward of the brand
We are a small company, and our brand is our most valuable asset. We should always be mindful of how we present it, and what consequences our actions will have for it.
Traits
These traits derive from our values, and provide a good guide when creating brand communications. If you're unsure about how to speak about a particular topic, these traits can help you decide how to approach it.