The Waltons identity represents what we stand for as a business. It is the sum total of customers' perceptions and experiences. It needs to be consistent in order to maintain the strength of the brand. Our strategic platform is "Breeding success". Instead of selling stationery, we provide business tools. Instead of creating office furniture, we create environmental culture.

We don't just sell scholastic supplies; we equip children with a means to achievement. We need to stand for values: Waltons is a valued partner, and an important part of customers' business. Waltons is success-oriented, and wants customers to have the best chance at success.

Waltons is solution-focused, and wants to give customers solutions that are relevant and simple. If we mean to inspire success in others, our brand identity needs to embody success itself. Therefore, communication should be bold, sophisticated and noticeable.