… branding is more than that. Actually if you are able send your brand message to your customers without the presence of your logo, you’re on the right way. I don’t say here that a logo is not needed, but if your (potential) customers are able to sense your brand from every message you send towards them, then, as said, you’re on the right way.

Here is an example of that from Martin Lindstrom:

…branding is much more than developing a familiar consumer image.

I realized a couple of years ago, when one of my colleagues was asked by a major U.S. airline to write a standard announcement to be used by the airline’s captains, that many operational elements, as well as deliberate promotional strategies, are all integral to branding and the establishment of image and identity.

The speech was carefully composed incorporating the advice of a psychologist and a marketing expert, and the writing of one of the country’s best copywriters. The aim was to achieve an announcement that would carry the airline’s image message to the passenger, just as the company’s logo did. This event made me realize the full potential of branding: the 360 degrees that I briefly discussed last week. And 360-degree branding is everything.

Full article here.