35 BMC Brand Identity Version 06/13/22 Page. 6/ ©Copyright 2020-22 BMC Software, Inc. Brand Architecture Our voice is helpful and informative. We want to be a trusted resource, and everything we say and do should reflect our heritage, values, and aspirations. Brand Voice Our values define how we behave and are at the heart of our success. Our heritage is built on respect, honesty, and good will. And our aspirations reflect our goals for every organization we work with, including our own. We are all responsible for making sure that our voice reflects these values.