Brand Foundation
Brand Foundation
This section is the bedrock of our brand, outlining our purpose,positioning, and principles.It guides us in all the ways Walmart comes to life: how we look, what we stand for, and how we act in the world.
Brand Purpose
Guides the enterprise
Save Money.
Live Better.
Our brand purpose is inspired by the words of Sam Walton: “If we work together, we’ll lower the cost of living for everyone...we’ll give the world an opportunity to see what it’s like to save and have a better life.”
This purpose guides our daily actions and behaviors to best serve our customers, associates, and communities. It is the driving force behind everything we do.
Company Positioning
We are a people-led, tech-powered, omnichannel retailer dedicated to helping people save money and live better.
Brand Principles
Brand Principles are simple descriptors that exist to guide our brand identity and experience across channels.
They’re an articulation of the image Walmart should spark in the minds of our customers. They’re not external-facing, but are always at the core of how we look, feel, sound, speak, and act.
Grassroots
We never forget our humble beginnings; we’re relatable, down-to-earth, and part of the community.
Agile
Agility is our x-factor. We are constantly improving, endlessly testing, always adapting.
Pioneering
Since the beginning, we’ve blazed a path and never settled, because that’s what it takes to make life better and easier.
Brand Foundation Cheat Sheet
Brand Purpose
Guides the enterprise.
Save Money. Live Better
Company Positioning
We are a people-led, tech-powered, omnichannel retailer dedicated to helping people save money and time.
Brand Principles
Guides our brand expression.
Grassroots
We never forget our humble beginnings; we’re relatable, down-to-earth and part of the community.
Agile
Agility is our x-factor. We are constantly improving, endlessly testing, always adapting.
Pioneering
Since the beginning, we’ve blazed a path and never settled because that’s what it takes to make life better and easier.