What makes our brand
This page explains the core elements which make our brand. This includes:
Brand is more than just a logo. It’s what people say about us when we’re not in the room. It’s what we want people to think about us.
As an employee for WMP you have a responsibility to be an ambassador for our brand. The guidelines below will help you show who we are in every interaction you have.
This page explains what makes us brand West Midlands Police
Our Mission and Vision
Our vision is to be recognised as a police service that is big enough to cope with everything that is asked of us, whilst showing we are small enough to care about the things that really matter to our communities.
This vision is built on three strategic priorities:
We will achieve each of these goals to enable us fulfil our mission of:
Working in partnership, making communities safer
Our values and behaviours
Effective policing is built upon public trust and confidence which depends on officers and staff serving the public with integrity, professionalism, compassion and fairness to earn that trust and confidence.
Our WMP Values work alongside the Policing Code of Ethics to support an ethical policing culture which demonstrates professionalism throughout the organisation.
- Service – we put people first
- I act in the best interests of the people I serve
- I explain processes and decisions
- I put others before myself
- Integrity – we always do the right thing
- I am authentic, genuine and consistent
- I tell the truth and I am trustworthy
- I show courage in doing what I believe to be right
- Compassion – we see the person needing help
- I listen and keep an open mind and do not prejudge people or situations
- I am polite and respectful
- I am caring and show empathy
- Professionalism – we lead by good example
- I actively seek feedback and take responsibility when I am wrong
- I always look for ways to improve my work
- I am open and transparent in my work
- Equality, Diversity and Human Rights – we treat everyone fairly
- I treat people fairly and impartially
- I respect the rights of all individuals
- I make people feel as though they belong
Our cultural strengths – what makes WMP unique
These five strengths make WMP who we are:
- Diversity
- Modern
- Scale
- Togetherness
- West Midlands
Show one or more of these strengths in everything you create and it will bring our brand to life and share our story.
Remember “We are WMP” is not a tag line; it’s the theme to build your stories on.
How to use them
We are WMP: We are diverse
Let people see themselves and their reality reflected in WMP. Make sure they know they are one of us.
We are WMP: We are modern
We are a modern police force fit for the 21st century. Modern in how we look, in our thinking and how we use technology to improve our service
We are WMP: We have scale
Show the breadth and depth of our work. Show the impact we have on real people’s lives locally, nationally and internationally.
We are WMP: Togetherness binds us
We are more than a team. We stick together through the good times and the bad. That also includes those we serve and the part they play in our shared mission. Without them we cannot do our job.
We are WMP: We are West Midlands
We’re the heart of the UK. Made up of seven boroughs. Each bringing a rich history and shapes how we do our job. Celebrate the seven boroughs which make up our region. Show the impact local policing has on people’s lives. We’re a big force with a local feel.
How we come across
We show all of the above through our:
- identity – this is what people see. It’s our logo, colours and quality of service.
- voice – this is our personality in words. We have a distinct voice which makes us who we are and brings to life our purpose and values.
Use this site to apply our brand, identity and voice correctly to everything you do.