Details matter.

In the 90s, after decades of success, Disney parks started seeing a downturn in attendance. They tried several things to rebound, like lowering ticket prices, expanding the park, and updating attractions. Yet outside of some small upticks, attendance stayed down. Why?

In 2005, Disney saw a change in leadership and philosophy. They took a look at the parks and noticed something was off. Some railings were chipped and worn. Lightbulbs were flickering, ready to burn out. Umbrellas stood above tables worn and tattered. The park was dirty and unkempt, worn down.

So Disney re-thought its maintenance program and went back to the vision of the founder. Rather than waiting for bulbs to burn out, they were replaced on a schedule before it would happen. Garbage cans would get emptied before they were full.

Trash on the ground? That's every employee's responsibility, including costumed characters. They even went so far as to develop a special paint for nightly touchups that would dry completely overnight before guests arrive in the morning.

Can you guess what happened? Guests started to return to the park, it felt like the magic of Disney was back. Outside of the park, there was dirt and litter, but once you got inside, you were free of all that.

The best part is that you never noticed. Sure there's always something special about Disney, and it feels different, but it can be hard to put your finger on what "it" is.

"It" is the details. The small things that may not be glaringly obvious but communicate that thought, effort, and care were put into creating the end product.

When I work on a project, whether it's a full brand engagement or creating a new website, the details and consistency in how we express and communicate both visually and verbally are vital.

I've realized that sometimes it can seem like I can be picky about things that others might think aren't important. But my stance is that every interaction someone has with a brand, website, company, or employee, should reinforce the brand strategy and experience, setting the expectation for the next interaction.

When we don't do the absolute best we can, I think we slowly undermine our product's quality and the credibility of our brand. This is why it's essential to have brand rules and guidelines in place so that we're not shooting in the dark.

Misaligning things occasionally, or choosing a not-quite-on-brand image, or misspelling a word might feel like a small thing. Still, it adds up and becomes easier to make the same mistake the next time.

Don't get me wrong mistakes happen, I make my fair share of them, and I'm not perfect, but I'm pushing for it...and if we learn from our mistakes, correct them, and make adjustments for the next time, we won't have to worry about flickering light bulbs burning out.

Misaligning things occasionally, or choosing a not-quite-on-brand image, or misspelling a word might feel like a small thing. Still, it adds up and becomes easier to make the same mistake the next time.

Don't get me wrong mistakes happen, I make my fair share of them, and I'm not perfect, but I'm pushing for it...and if we learn from our mistakes, correct them, and make adjustments for the next time, we won't have to worry about flickering light bulbs burning out.