The phrase “The devil is in the details” is an idiom that alludes to a catch or mysterious element hidden in the details. Something may seem simple at first glance, but the elements that add to it can be complicated and cause problems.
Sometimes, things slip through the cracks. And trust me, some of the smallest slip-ups can cause the biggest headaches. So it’s important for everyone in the organization to pay close attention.
Branding exists in more than just the “marketing department.” Your sales team needs to be brand ambassadors. Your customer service team represents the front line of the brand battle. From leadership to the person who cleans up on the weekend, everybody’s face is the face of the brand. And if they miss some important detail, the whole thing can fall apart like a house of cards.
If you only think about branding as your visual brand (logo, signage, etc.) you’re making a big mistake. Branding is culture, messaging, service delivery, and much more. It’s bigger than your social media accounts or your latest radio ad. Focusing on the details of all aspects of your brand; visuals, messaging, culture, and more is the key to success for companies like Apple. Think about it. Those guys think about everything. Next time you’re playing around with your iPhone, think about the details that went into that modern marvel of technology. And if you’ve ever visited the Apple store in Short Pump Town Center, look at the visual brand, the products on display, and the customer service reps (Geniuses). Everything is there by design — and the devil is in the details.
Now think about your product. Now think about your store. What would you do to incorporate all aspects of your brand into your product or your facility?
I love getting your feedback every week. Even when I misspell something. Thanks to Gray Glass for proofing the Weekly Report after it was sent out.
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