6 | Brand System Guidelines | September 2019
Our Brand Voice
Milliken is a purpose-driven organization. Our voice has been carefully developed to support the
specific language of our purpose, and also to project a tone that is appropriate to the scale of our
vision and ambition.
Our voice can be described in four words:
Bold
We make clear, strong statements to support our actions and our beliefs. We’re more active than
passive, and we’re more direct than indirect, without losing our humility. We are never boastful.
Inspiring
Positivity is part of what makes our voice distinct. We believe in our ability to bring positive
change to people’s lives and we use it to be more inspiring to others.
Visionary
At Milliken, we are committed to long-term thinking. We make statements that reinforce our
desire to positively impact the world not just in the short-term, but for generations to come.
Authentic
We speak in a way that is natural for who we are. We’re an industry leader with a storied history,
but we’re never arrogant or condescending about it. We are also thoughtful, collaborative, and
inclusive in our writing.
1 / Brand Voice
Example
At Milliken we work together with
our customers, our communities, and
our exceptional associates to make
a positive impact on the world around
us. By continually striving to do the right
thing, setting a high bar for excellence,
and having the courage to think big, we’re
confident that we can create a healthier
future not just for ourselves, but for
generations to come.