The brand framework serves as the north star in defining what the Seattle Children’s brand stands for, and acts as a guide to ensure that all touchpoints (whether internal or external) are aligned.


Brand Framework: A concise distillation of the brand promise, personality, pillars, and foundation (vision, mission, values).

Brand Promise: A statement of the unique value that no other brand can provide.

Brand Personality: A set of human characteristics attributed to a brand that aids how it communicates with its audiences.

Brand Pillars: How a brand wants its audiences to perceive the brand.