Along the years, the practice has guided the scrutiny of things for a holistic thinking, ”total branding”. This means, that all operations of the company are continuously scrutinized as the parametres of the brand development and guidance. It means especially that the brand is considered as a verb, an operation, that needs to touch the target deeply and permanently. The components of visual identification are remarkable for drafting the cornerstones of the brand temple and brand religion. I have used and spread the tools of my brand development successfully example for Skoda and Honkarakenne.