I could do an entire blog about this but I won't- this posting will have to suffice. Your brand is judged on how it handles details. Period.
Ad campaigns and magazine/newspaper articles will get all the credit upstairs with management, but the consumer (that person who decides what your brand really is) is not fooled.
The devil is in the little details. The phrase is so old it's a cliche, yet for many even big details remain an afterthought. For example, this morning I had an appointment at 9:00 am. After a twenty-minute drive, I arrive to an empty parking lot and locked doors.
Ask yourself how well you are managing details. If you have clients, how often do you call to reschedule meetings? If you have a store, what does your parking lot and store front look like?
These details are your most convincing and impactful advertisement. And yet, because they don't reach 1000 people at one time they are usually overlooked.