Who We Are
Our purpose
We believe curiosity is at the heart of human progress.
Our vision
To transform a world of data into a world of intelligence.
Our mission
To empower and inspire with the most trusted analytics.
Our values
Curious. Passionate. Authentic. Accountable.
Our personality
Smart. Caring. Bold. Trustworthy.
Our stands
Innovation. Education. Data for Good. Diversity & Inclusion.
Our promise
When progress matters, you can count on SAS.
Our mantra
Be curious.
Our tagline
The Power to Know®
IT STARTED WITH A QUESTION.
Is there a better way to analyze data?
Our founders answered this question through their research at North Carolina State University, but they didn’t stop there.
What is the global potential for transforming data into intelligence? What curious minds might benefit from using our new technology?
With the answers to both of these questions presenting limitless opportunity, our company was born.
That meant leaving the university location – but never leaving behind its spirit. We’ve never lost the strong sense of family and innovative culture that allows us to have the freedom to question.
Over 40 years later, we continue to ask, explore, discover and express ourselves with the same relentless curiosity that gave us our start.
It Starts With a Question
Curiosity has always been at the heart of human progress. Together, we’re creating a better world through analytics, and it all starts with a question.
SAS Brand Messaging Guidelines
Good brands don't just happen - they're intentional. Every communication and deliverable we create should be inspired by the brand framework. But how? These guidelines will help you avoid the most common messaging pitfalls and offer suggestions for how to align your communications to the brand framework.
Our brand is about connecting to who we are, what we believe and the values that unify us.
– Susan Ellis, SAS Brand Director
We are modernizing the story of SAS and strengthening our brand every day. Taking a look into the future without ever losing the core of who we have been for more than four decades. We are reconnecting with our values and why we exist by providing clarity to every employee around our shared purpose, vision and mission.
Brand is not what you say it is. It’s what they say it is.
– Marty Neumeier, The Brand Gap
What is Brand?
We hear the word “brand” a lot. And you might think it’s more complicated than it really is. Here’s a simple explanation: A brand is what people think and feel about a company or any organization – rational and emotional impressions of what they know about its origins, products, behaviors, values and interests.
Think about some of the companies and products you encounter every day. How do you feel about them? Do they make you feel inspired or empowered? Annoyed or frustrated? Or a mix of feelings – some positive, some negative? Now, imagine if you took all your thoughts and feelings – along with everyone else’s – and added them up. The sum of all those impressions is a company’s brand.
Brand Touchpoints
Branding and marketing can influence the way people feel about our company. Each moment of interaction and engagement is critical to our brand, and to our business.
Why do you feel the way you do about certain brands? Maybe you saw an ad, tweet or Facebook post. Perhaps you heard or read a news or analyst report. Friends may have shared their opinions. Or maybe your feelings come from direct experience – a product or service you use personally. Does it work well, or poorly? Does it make your life easier or more fulfilled? How do these companies respond when you need help with a problem?
At SAS, we call these experiences brand touchpoints. Every line of code, phone call, email, sales presentation and handshake – the details of our daily business – add up to create an overall impression of our brand in the minds of our customers and partners.
Brand Framework
Good brands don’t just happen. They’re intentional. Our brand is rooted in our core message and culture — our values, beliefs, history, vision and mission.
From the beginning, SAS’ culture has been the DNA of our brand strategy. It is built on the “who” and “why” of our business – not just the “what.” Customers matter. Employees matter. And at our core, we believe that analytics matters because it can change the world for the better.
This is our message to the world: We do more than make software. We make a promise to people. When you work with SAS, you get The Power to Know®. The Power to Know your customers, patrons and constituents. The Power to Know your organization, operations, competition and so much more.
Brand Identity
Overall, we want our brand identity to reflect who we are: A company that is smart, caring, innovative and approachable. A company that is strong, refined and reliable. Our goal is to distinguish SAS in the marketplace so that people can recognize us.
Our visual and verbal styles form the foundation of our brand identity and influence how we are perceived. It is shaped by our executive leadership, corporate strategy and marketing communications. It is reflected in our products and through our culture. These are the things that make us unique and help us stand out from the competition.
Our visual identity – colors, typography, images and design – is deliberate, selected to create a positive and lasting impression. Written and spoken words are equally important. The tone of voice in our communications is clear and succinct, and we use plain language that everyone can understand.
Learn it.
To be our brand, we must know our brand.
SAS means something to each of us – and we don’t always define it the same way. That’s why we have worked hard to develop resources that refine and express our beliefs about who we are as a company. The best place to start exploring the results of that effort are pieces like our brand summary and Curiosity Is Our Code, which provides a forward-looking context for the SAS story.
Live it.
Opportunities abound every day – in every job.
Not every one of us develops or delivers the software we’re famous for. Yet by embodying our company values in our day-to-day work, each of us helps SAS deliver on our mission and promise. Consider how you can be more curious, passionate, authentic and accountable in the work you do, and encourage those you work with to do the same. Start conversations with your manager and coworkers about ways we can all help bring these values to life.
Share it.
How we interact is what brings our brand to life.
Through our relationships with customers and with one another, we get the opportunity every day to manifest the company values that make our brand more than just words on a page. As a company, we demonstrate it through things like Data for Good, corporate citizenship or customer stories. Every one of those big-picture successes start with the individual actions we take while working at SAS.
Be curious.