The Hidden Potential of Small Details in Creating a Memorable Brand

The Tennis Ball Trick: How One Cafe’s Small Change Made a Big Impact

Have you ever walked into a cafe or restaurant and noticed something small that made a big impression? That’s exactly what happened to me recently when I visited a local cafe.

I noticed my chair was easy to slide as I stood up. It was a small thing, but it made enough of an impression that I looked down. The staff had attached tennis balls to the bottom of each chair leg. That’s when I realized they had thought of the sound of the chairs’ scraping noise—and that is part of why it was much quieter even though the cafe was fairly busy.

This might seem like an insignificant detail. However, it was a thoughtful touch that made my experience more pleasant and demonstrated the cafe’s commitment to creating a comfortable and inviting atmosphere for its customers.

This small change had a direct impact on my behavior as a customer, leading me to spend more time and money at the cafe than I had originally planned. The quieter-than-normal environment convinced me to stay after breakfast, work through the morning, and purchase additional beverages and lunch.

It’s a powerful example of how a single, well-chosen detail can influence customer perceptions, drive loyalty, and ultimately contribute to increased revenue. However, the impact of small improvements goes far beyond just one customer’s experience.

The Compounding Effect of Small Improvements

When a brand consistently delivers positive experiences through thoughtful, small improvements, it creates a compounding effect that builds a strong foundation of customer goodwill and trust. Like a bank account that grows through compound interest, each positive interaction adds to the positive sentiment that customers associate with the brand.

This reservoir of goodwill buffers against every brand’s inevitable negative interactions. Customers with a history of positive experiences are more likely to be understanding and forgiving when something goes wrong, such as a product defect or customer service issue.

They may be more willing to give the brand the benefit of the doubt and allow them the opportunity to make things right. In contrast, if a brand has not built up goodwill through positive experiences, a single negative interaction can have a much more damaging effect on the perception of the brand.

Businesses can build a strong foundation of customer loyalty and trust by consistently investing in small improvements and creating positive brand experiences. This foundation can serve as a safety net, helping minimize negative interactions’ impact and allowing the brand to recover more quickly when things don’t go as planned.

The Brand Experience Spectrum: Customers, Employees, and Community

When improving the brand experience, it’s essential to consider the full spectrum of people who interact with your brand. While customers are often the primary focus, the brand experience extends far beyond just customer interactions. It is equally important to consider the experiences of employees and the wider community in which the brand operates.

Let’s revisit the cafe example with the tennis balls on the chair legs. This small improvement enhances the employee experience as much as the customer experience by reducing noise and creating a more pleasant atmosphere. Waitstaff and other team members who work in the cafe environment all day long will appreciate the reduced noise levels and the improved ease of moving chairs. This seemingly small change can contribute to a better working environment, increasing job satisfaction and employee retention.

Now, imagine if the cafe extended this same level of thoughtfulness to its outdoor seating area. By reducing noise and creating a more pleasant atmosphere outside, the brand could also improve the experience for the surrounding community. Neighbors and passersby would appreciate the effort to minimize disturbances. This consideration for the community can help foster positive relationships and build goodwill for the brand.

When brands take a holistic approach to experience improvements, considering the needs and preferences of customers, employees, and the community, they create a more cohesive and positive brand image. By recognizing that the brand experience extends beyond just customer interactions, businesses can identify opportunities to make meaningful improvements that resonate with everyone who interacts with the brand.

This approach also demonstrates a level of empathy and trust that can set a brand apart from its competitors. When customers see that a brand cares about its employees and the community, they are more likely to form a positive emotional connection and view the brand as authentic and trustworthy.

Prioritizing Small but Mighty Changes

You may be wondering how to identify areas for improvement in your own brand experience. While every brand is unique, there are several key factors to consider when looking for opportunities to make small but impactful changes.

When evaluating potential improvements, prioritize those that:

1. Affect the most people: Prioritize improvements that will have a positive impact on the largest number of people who interact with your brand, including customers, employees, and the community.
2. Remove friction from the experience: Look for ways to eliminate any friction or inconvenience in the brand experience, making positive interactions with your brand seamless and effortless.
3. Create opportunities for momentum or growth: Identify improvements that can encourage people to engage more deeply with your brand. Consider whether the improvement subtly leads to repeat or new purchases, encourages word-of-mouth referrals or helps draw in new customers.
4. Create delight or joy: Look for opportunities to surprise and delight your customers, employees, and community with thoughtful touches that exceed their expectations.
5. Connect back to brand purpose or values: Ensure that your improvements align with and reinforce your brand’s purpose and values, creating a more authentic and cohesive brand experience.
6. Create opportunities to grow trust: Prioritize improvements that demonstrate your brand’s commitment to quality and reliability, which will help build trust and loyalty over time.

Let’s revisit the cafe example with the tennis balls on the chair legs to see how it addresses several of these key points.

✅ Small improvement with a broad impact, affecting customers, employees, and potentially the community.

✅ Removes friction from the experience by making chairs easier to move and reducing noise.

✅ Creates opportunities for momentum by encouraging a quieter environment, which may lead to customers staying longer, making additional purchases, and potentially recommending the cafe to others (just like I did).

By addressing multiple key factors, this small improvement enhances the overall brand experience. And it cost less than $100 and took less than an hour to implement.

Create a more positive, memorable, and trustworthy brand experience.

To identify areas for improvement in your brand experience, start by observing and listening to customer, employee, and community feedback. Conduct surveys, read reviews, and engage in conversations to gain insights into their needs, preferences, and pain points. Walk through your brand experience from the perspective of your employees, customers, and community members/partners, noting any areas that could be improved or enhanced.

Once you’ve identified potential areas for improvement, prioritize them based on the key factors mentioned above. Remember, even the smallest changes can have a significant compounding effect on your brand experience over time.

By consistently looking for opportunities to make small improvements and considering the full spectrum of people who interact with your brand, you can create a more positive, memorable, and trustworthy brand experience that sets you apart from the competition, one small but mighty change at a time.