Our brand story enables us to tell our story. We use it as a tool to give direction to our identity and the image of the Small World. The story has both an internal and an external purpose. Internally, it promotes unity of thinking within The Small World and it makes our ideas more clear and vivid. Employees know how they can act in a relevant and customer-oriented manner. The external object of our brand story is the stimulation of connection with our customers. The conjuring of positive emotions and attitudes is central.