Advertising taught me how to get attention. Branding taught me how to create meaning, and hospitality taught me how to create feeling.

I think strong brands need all three. They need to be seen, understood and felt.

So I made a little guide with 15 simple tests to help you look at your own brand from the outside.

You’ll find things like the Supermarket Test, the Butter Test, ways to check whether your brand stands out, whether people understand what you do, and whether the experience gives them anything worth remembering.