‘If you don’t know where you’re going, no path will take you there,’ goes the saying. Brand U credos, principles, and values establish the guidelines for expected and accepted behavior. A company’s vision, mission, and principles are often distilled and communicated in a credo.
A credo is the written distillation of a company’s culture and vision. However, a credo alone does not guarantee product or service quality, unless it has been internalized in an organization’s culture.