When you’re shopping at Uniqlo, it’s unlikely a sales assistant will ignore you. When you’re a visitor lost in Melbourne, it’s unlikely someone won’t stop to give you directions and a friendly smile. When you take a sip of Tea & Glory tea, it’s unlikely you’ll confuse it with a cup of Tetley.

The best brands are unmistakable, not only because of what the do and the way they do it but also because of the things they don’t and will never do. What are your customers unlikely to experience?

Image by Patrick Vierthaler