The Qualtrics Brand Book is our single source of truth for the brand. The spirit and the letter, the verbal and the visual, the positioning and the personality - it’s all here as a guide to and a reflection of who we are when we’re at our best.

As we worked toward becoming a public company in 2020-21, our brand was a touchstone in conversations with prospective investors. Investors deeply understood our brand promise and found it differentiated and compelling - particularly the idea that our product can drive both incremental and monumental breakthroughs. From 0:12-2:00 of our IPO video, our manifesto is a narrated backdrop to the types of breakthroughs Qualtrics makes possible.

Transparent.
All In.
Customer Obsessed.
One Team.
Scrappy.

Our TACOS values. They’re how we roll, and they’re a source of pride for all of us at Qualtrics.

In August 2020, we stood up an event series called “Work Different” to bring together customers and thought leaders to talk through how they were beginning to adapt to the new way of working. This forum connects people in our community wrestling with questions about whether it was safe to return to work, how to do so, and whether people even wanted to. The Work Different platform has now become a signature brand touchpoint, and we hosted it again on April 13 with a view to the long-term future of work.

In November 2020, we launched Qualtrics’ first-ever podcast, Breakthrough Builders. Breakthrough Builders is a show that reflects our brand in a beautiful, practical way - it’s a show featuring guests whose passions, perspectives, instincts, and ideas fuel amazing products, brands, and experiences. It’s a tribute to those who have the audacity to imagine - and the persistence to build - breakthroughs. The show has allowed us to reach thousands of people we otherwise never would have, and to inspire and inform them with people and stories that we believe are incredible demonstrations of our brand in action.

In February 2021, we announced this year’s winners of Qualtrics’ Breakthrough Artist award, an award we give annually to several customers who have used Qualtrics to transform their business. Because the award is actually a tangible gift - a custom-made premium electric guitar with our brand manifesto carved into it - it has a sense of being something worth winning, and many customers tell us it’s a goal of theirs to win one. This award is perhaps one of our most important brand touchpoints, because it is a celebration of breakthroughs and our customers’ ability to create them.

In March 2021, we launched a brand awareness campaign called Chief Apology Officer/End Bad Experiences. The thesis is that if you don’t design and build great experiences now, you’ll be apologizing for them later. The campaign takes a satirical approach to the shared experience of the corporate apology and suggests that Qualtrics is the antidote to having to act as a “Chief Apology Officer” to your customers. It draws on the “Human” and “Witty” elements of our brand personality and voice, which we underl-everaged over much of the prior year given that 2020 was not a time for cheekiness or satire. We are excited about the campaign and have already gotten outstanding feedback from many customers and employees.