Strategic communication design makes it possible to create the right brand impression and image formation, and so transmit the message one wants to transmit. In order to achieve this, two prerequisites are: the clarification of the brand philosophy (Brand Platform etc.), and the Visual Identity system. When dealing with a high brand level as with a corporate brand, managing the unified impression of the brand is important. That is when it becomes necessary to develop Look & Feel guidelines to control the impressions people receive.

The brand is expressed through both verbal and non-verbal (visual) expressions. When the verbal and the visual are integrated and communicated, brand communication, with all its benefits, is achieved. These brand expressions should be planned so as to fit specific touch points. This can be done by using the Visual Identity Management Manual and the Look&Feel Guidelines in the creative process to achieve the quality controlled management of the brand expression.