A worldwide consistent visual identity enables a brand to be perceived easily by the target markets. So, the "customers" easily reach the brand wherever they are, and a consistent and reliable image of the brand occurs in the potential customers' minds as well. The common institutional identity of JCB, one of the world's top ten construction equipment manufacturer, and SIF Otomotiv, Turkish Representative of JCB, is undertaken and focused on the visual application rules of this identity. Agencies and services play a serious role in providing the consistency of the institutional identity of SIF JCB. All the offices, agencies and service points of SIF JCB are the places where customers contact directly with the JCB brand and all the values this brand involves. These values include not only the product quality and a consistent brand identity, but also the principles of customer satisfaction, standardized by JCB all over the world. All the offices, agencies and services keep the implementation of these standards functioning as the institutional consulates of SIF JCB. Thus, they both perform their mission of consulates and improve their business and position benefiting from the effectiveness of these standards.