The document discusses the importance of a strong brand identity. It states that a brand's look and feel should be so distinctive that one can recognize the brand even without seeing its logo. It emphasizes that for service companies, whose products are intangible, having a recognizable brand is even more crucial. The brand represents the business as an idea, the logo acts as a shortcut to the brand, and the overall look and feel communicates and sells the brand's idea.

1. Brand basics

2. “you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”

3. “you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
even more so with service companies where
no product recognition

4. 1 2 3
4 5 6
ge shell unilever assurant sun dhl

5. 1 assurant 2 dhl 3 ge
4 shell 5 sun 6 unilever

6. the brand
the logo
the look and feel

7. the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea