Dear Honeywell Colleague,
We are building a world that’s safer and more secure …
More comfortable and energy efficient …
More innovative and productive.
We are Honeywell.
This is the essence of today’s Honeywell … our brand promise.
For more than a century, the Honeywell name has been synonymous with technology solutions that improve people’s lives. In these complicated times, more than ever before in our history, customers are turning to Honeywell to help solve many of the world's most complex problems.
The Honeywell master brand and our other well-known business, product, and service brands are valuable company assets. Brands that are recognized and respected help Honeywell attract new customers and keep the ones we already have. An important part of our Growth initiative has been building Sales and Marketing capabilities within each business to create stronger connections with customers and markets. Having a well-defined brand is essential to effective Sales and Marketing because it makes it easier for us to enter new markets, sell more products and services, and obtain premium prices. Our brand can also be a powerful tool to help us find and keep the best employees.
One of the ways we can continue to build and protect our brands is by using the Honeywell name, our logotype, and our other brand names and trademarks correctly and consistently. You will find useful tools and information within our visual identity system on the Brand Management Website at http://www.honeywell.com/brandm. All Honeywell employees, suppliers, and partners are responsible for complying with these identity standards.
You’ll note that our master branding initiative includes the elimination or migration of many legacy brands. In fact, this effort has increased the portion of our Honeywell-branded products from less than 70 percent a year ago to more than 90 percent today. The result is a more consistent and powerful position in the marketplace for all our master-branded products, solutions, and services.
A brand is much more than logotypes, colors, trademarks, and business card formats. Honeywell’s brand is really the product of many different factors that create an overall impression of our company in people’s minds. Our brand image is the way that people think, feel, and respond when they hear the word "Honeywell." The brand has to stand for something and we (including our products and services) have to act and perform consistent with that image.
Every Honeywell employee is a brand ambassador. With every customer contact and whenever we represent Honeywell, we have the opportunity either to strengthen the Honeywell brand or to cause it to lose some of its luster and prestige. Generations of Honeywell employees have built our powerful brands with their hard work, spirit of innovation, passion for quality, and commitment to customers. I am counting on every Honeywell employee to continue that legacy as we strive to keep our brand promise and build a better world.
Sincerely,
Dave Cote
Chairman and Chief Executive Officer
August 2004
