My new best friend, Laura Ashley

One of the first stages of any branding project is establishing how an organisation can 'live their values': working out what you're all about, what you believe in, what sort of people you want to be and how that should come across to the outside world. No brand gets this 100% right; but we often look to brand leaders such as Virgin, John Lewis and Pret as the bastions of the art.

Add Laura Ashley to that list.

An unlikely one, perhaps - but think about it. Admittedly, they're not one of the young, hip, 'media' mob. Their brand is understated - just like their homewares. But they have always known exactly who they are, what they stand for and what makes them stand out - and they've built their business around those things so consistently that they've never lost the strong position they occupy within their market.

Part of that is, of course, the superior quality of their product. The commitment to beautiful design. Their ability to move with the times, without compromising the style that differentiates them from their competitors. But the real magic happens, as ever, at shop-floor level. Because as every brand manager knows, it's no good investing in strategy, glossy catalogues, fancy websites and integrated ad campaigns if the reality doesn't live up to the image you project. In short, there's no point building a brand if the foundations aren't strong enough to support it.

So what makes me write this blog? Well - needless to say, I'm decorating (again!). I'd been to the rather cold and uninspiring environment of B&Q trawling paint aisles trying to feel excited about the room I'm creating. I felt nothing. Except confused! So many brands, so many colours - nothing to differentiate any of them and no one to help me navigate the myriad of options.

Then I went to Laura Ashley. I shouldn't really. I balk at the prices...but it smells nice in there. It's what I'd imagine the waiting room to Heaven to look like - all pastels, florals, silks and an air of calm throughout. Unable to locate the paint, I asked for assistance. A very helpful girl finds the swatch book for me and before I know it, I'm describing the position of my window, the aspect and furniture layout. "Eeek!", I think, as I fear I may end up being 'sold to' (British constitution). But before long, I was poring over pattern samples, paint swatches and fabrics - and I left with four generous wallpaper samples under my arm and a faint feeling of excitement.

Could it be that I had actually had some helpful assistance, without a modicum of pressure to buy? The assistant really, really knew the product range. She had an intelligent understanding of colour, she listened to what I wanted without involving personal opinion, she wasn't pushy in any way - and she suggested ideas I wouldn't have thought of myself. Yet I didn't feel bad for saying "no, don't like that one" - which for some reason I do in most instances.

It was like a mini interior design service for free. I felt special and listened to. I came away not having been sold to, but wanting to buy. In short, everything that a brand should want their customers to feel about them.

Very classy. Very clever - and to endear me to wallpaper, you have to be. I've just spent the last 2 weeks stripping about 100 square metres of the stuff!

And look - they even sell cats!