Troy Allen is the founder and CEO of Rising brands. He is an expert in branding, design and strategy.
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I must have stood there for an hour, maybe longer, staring at plastic utensils. I had seen and studied dozens of different species. But these, well, these were special.
Unlike those cheap, glossy white forks with the thin prongs that shatter into your salad, these utensils had substance and style. They were black with a nice matte finish. The knife was particularly impressive. The handle had a firm grip. The serrated blade remained taut, even while cutting. It was the kind of knife that could withstand even the toughest steak. We don’t serve steak, but only the best plastic cutlery will do at this hot dog restaurant.
I should clarify that I am not a restaurant manager or plastic fork specialist. I am the CEO of a brand development company. I create and launch brand concepts, and that very real scene I just described happened during the pre-launch phase of our newest brand, Weenie Wonder, an old-fashioned diner that serves everything from hot dogs and “yo-yo fries” to mac and cheese and milkshakes . My team and I spent weeks, maybe months perfecting the logo and menu look, thoroughly comparing everything from furniture to fixtures to the food itself.
I’ve always had an eye for details. Some people call it a quirk, others call it an obsession. But I believe my passion for the intricacies has helped me turn dozens of ordinary brands into unforgettable brand experiences.
Here are three ways that paying more attention to the little things can make all the difference:
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1. Details keep the consumer focused.
When I go to a bar or restaurant these days, I notice what I call brand burglars. I’m sure you’ve seen them too: coasters with beer logos on the bar surface. Neon displays proudly illuminate the name of each imported bottle in the home. And, of course, the electric glow of the see-through mini-fridge, filled to the brim with those familiar little energy drinks.
As a brand expert, this stuff drives me crazy. In experiential environments where people go to eat, drink and be merry, all those branded goods steal their attention. It forces them to subconsciously associate this bar or restaurant experience with hundreds of past experiences – all heavily branded, just like this one.
Why not be different? And why, at a time when the average American is bumping into each other 4,000 to 10,000 ads per daywould you like to bombard people with even more white noise?
I admit, these are not the details most bar owners and restaurant managers think about. I’m sure they’d love to save a few bucks on coasters, wall decor, and glassware. But if each experience location replaced those branding burglars with their own unique signage, I’m confident more customers would remember the experience and enjoy the reprieve.
2. Details enhance the experience.
Let me tell you a little secret: It’s hard for me to personally visit my brand concepts because it’s almost impossible for me to enjoy the experience as much as other customers.
As they’re busy taking in the atmosphere, all I can see is that lightbulb across the room – flickering, chattering and destroying the very deliberate consistency of sight lines that only good lighting can create. Or even worse, I can see the temperature of the bulb exceeding 2700K, creating a hot spot that might as well burn a hole in the floor.
The fear I experience in those moments is mine. I know that others are not as intensely or consciously affected by it as I am. But whether people recognize it or not, even small mistakes in getting the details right can create barriers – small deviations that detract from the optimal experience.
Of course, branding is not about achieving perfection. It’s about building connections and empowering people to create positive, lasting memories. That result is made possible by honoring the importance of seemingly insignificant details.
3. Details keep you ahead of the competition.
Quick: Name the main brand differences between the country’s two largest pet food chains. Or the country’s top two selling battery brands. Or one of the major credit cards.
All of these companies pour millions of dollars into marketing strategies designed to differentiate their brands. And most fail. Other than slightly distinctive color schemes and nuances in packaging or TV ads, most consumers can’t tell the difference. That’s a big problem.
For emerging brands, let this be a warning. Pay close attention to your alignment with other products, services and companies. Look at your competitors’ font, signage and color palette. Listen to what they say about what makes them different. Look for meaningful gaps in their offerings or messaging. Obsess over the ways your brand can stand out and differentiate itself.
There are countless benefits to keeping the specifics in mind, especially when it comes to branding. But most of all, I believe that a keen eye for detail shows the consumer that you really care. So remember that the next time a cheap plastic fork breaks off in your salad.
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