EVERYTHING a brand does is advertising. All the tiniest details. Most people these days point to Apple as a delightful brand. But that’s hardly based on their TV ads. It’s based on how elegant (and reliable) their products are to use, the well designed packaging and the way their stuff makes you feel. Traditionally advertising has been the label put on ads in magazines and newspapers, billboards, radio and TV. These days, everything else matters just as much (if not more). Maybe you should invest in a re-design of your store, or a new identity, or friendlier people, or a better phone system, or a smarter website.
To me, it’s very easy to dismiss a company after only one seemingly insignificant snafu. How many times have you been to a restaurant and not had the best meal or so-so service and said, “well, we’re never coming here again.” It might have just been a rude host – but there are nearly infinite options to go elsewhere.
How important are all the details? Very. Because your competition is getting them all “just right” so they can overtake your brand.