The power of visual identity

The power of visual identity

Tesco logo
It’s been a topsey turvey 48 hours at Wakeman towers, but I’m happy to report things are returning back to normal.
While passing a few minutes reading a newspaper yesterday, my three year old son gave me a powerful reminder of the importance of visual identity.
Spotting a branded Tesco advert in the paper he said:

That is a picture of Tesco.

We shop at Tesco so he’s been to the store fairly regularly and seen the logo there. Now he recognises it in other situations away from the store, even though he can’t even read yet.
For me that’s a real demonstration of how important strong and consistent visual identities really are.


I work as a fractional Chief Operating Officer (COO), consultant and advisor. I created the B3 framework® for company building and I also write a newsletter called Build for leaders who care about creating resilient and sustainable businesses.