For thousands of years, humans have needed and desired social identification. Think of the farmer who brands his cattle to mark his ownership, or the stonemason who proudly chisels his trademark.
When you close your eyes and picture McDonald’s, what do you see? Golden arches perhaps? For those products and services that have a strong brand identity, it’s the identity that people often think of first, rather than the product itself. Think of Microsoft, Apple, Ford and Target. Chances are good without even showing you the logos, you’d have a fairly good picture of how they look. It’s important to ‘put on your best face’.