Nothing to say really since amazingly Tandem does NOT have any information about the brand, its sense, vision, mission, etc. The reason I included it in this list is just to show you how NOT to brand your startup.
Vision: Be a relentless ally for your financial well-being
Mission: A leader in digital financial services
Tag line: Committed Beyond Banking
Brand Name Explanation: The word ally means “combine or unite a resource or commodity with (another) for mutual benefit” and proposes that this brand is an ally to people looking for better financial services.
Look Externally – We’re focused on innovation and strive to meet the needs of our customers by anticipating changes and responding quickly.
Execute with Excellence – Good enough is never enough. We continually look for ways to improve and do things better.
Act with Professionalism – We operate with integrity, hold each other accountable, treat others with respect, and embrace diversity.
Deliver Results – We’re driven to win for our customers. We measure our performance not only by our success but by how we achieve it.