When people think about their brand, they often tend to focus on the obvious elements — the mission, the logo, the website, or even an elevator pitch if they’re getting serious. But the strongest brands are built just as much on the subtle details as they are by these larger things.
I saw this in action recently. My business partner and I visited one of our partners whose brand is sharp, classy and on-trend. That identity came through clearly when we walked into their physical space. The office was modern with an industrial flair. There was a candle burning. They had fancy snacks and drinks. It all felt on-brand.
But the route GPS used to get us there painted a different picture. We drove through a forgotten industrial stretch that was bleak and a little unsettling. The ride didn’t match the vibe inside their offices. As we were leaving, they told us, “Go home a different way — it’s prettier.” So, we did. And they were right. It was tree-lined and beautiful. It left us with a totally different impression. That one shift changed how we felt about where they were located. That, too, is brand.
Brand lives in the details
Your brand isn’t just a story or a strategy. It lives in the moments that people notice without realizing.
Think about your own business. What does your lobby smell like? What music is playing? How does your team answer the phone or respond to emails? Is the signage welcoming or cold? Are the restrooms clean and well-lit?
These might sound like small things, but they build — or break — your brand impression. They either reinforce what you stand for, or they quietly chip away at it. And they’re everywhere. Every touchpoint, no matter how small, either supports or undermines the brand you’re working so hard to build.
Walk your brand, literally
Want to improve your brand? Start walking. Walk through your space as if you’re a first-time visitor. Browse your website like someone who doesn’t know what you do. Read your emails like a customer. Then ask yourself: Is every part of this experience reinforcing our brand or disrupting it?
Take it a step further. Sit in your waiting area and pay attention to how it feels. Call your own office and listen to how the phone is answered. Scroll through your social feed and see if it aligns with your brand message. These may not seem like major strategic shifts, but they shape how people experience and remember your brand.
Better yet, ask someone outside your business to do the same. You’ll see things you didn’t before. Fresh eyes can be the fastest path to fresh insights.
Make the small stuff work hard
The strongest brands don’t just say who they are, they show it. It’s the tone of an email. It’s the music in the background. It’s the route they recommend for the drive home. Don’t wait for a rebrand to evaluate the impression you’re making. Look at the details. Your audience already is. ●
Sue Stabe is Co-founder of Long & Short of It
