Why the Unseen Details Count When Building A Brand
When it comes to building an exceptional brand, it's the details that make all the difference.
The often-overlooked elements that, when done right, create a lasting impression. This devils-in-the-detail philosophy is nicely encapsulated in the story of Steve Jobs and his father, Paul.
Paul Jobs, a man who could build just about anything with his hands, had an almost obsessive focus on the quality of his work. In Walter Isaacson’s biography of Steve Jobs, we learn that Paul meticulously finished not only the front of the cabinets he built but also the back—the part no one would ever see. It wasn’t about showing off; it was about integrity. And this philosophy seeped into every aspect of Steve Jobs’s work at Apple. Jobs would ensure that even the internal chips of Apple products—the parts hidden from view—were beautifully designed and crafted. "Why?" you might ask. After all, no one sees the back of the cabinet or the inside of a computer. It’s because those who care about the unseen details care about everything.
Think about how Apple revolutionised the tech industry by making something as boring as the internal layout of a computer beautiful. It wasn't about utility alone but about creating a product that stood for something greater.
How to apply Apple’s philosophy.
Now, take branding. It’s easy to focus on the surface-level elements—the logo, the colour pallet, the slogan. But great brands consider the parts people don't always notice. It's in the consistency of tone across all communication, the seamlessness of user experience on the website, and the feel of the packaging. It’s the way your brand communicates, even when it’s not trying to sell. Much like the internal architecture of an Apple product, these hidden aspects communicate trust, quality, and dedication to excellence.
The hidden drivers of success in marketing.
Marketing, too, benefits immensely from this ‘back-of-the-cabinet’ thinking. Most brands focus obsessively on the obvious. Big ads, social media posts, and the latest attention-grabbing gimmick. But it’s the invisible levers of perception that often do the heavy lifting. Think about customer loyalty. It's not just the glitzy campaigns but the human moments that make all the difference—prompt, empathetic customer service, how well you anticipate your audience’s needs, or even how flawlessly you deliver on your promises. These are the unsung heroes of marketing. When brands nail these quiet details, it’s like whispering confidence into the ear of your customer: “We’ve got this.”
The role of details in experiential marketing.
Then, there's experiential marketing and pop-ups. It's the little things that create a fully immersive, memorable experience. The texture of the materials, the subtle scent in the air, the lighting that changes with the time of day—all of these are ‘back-of-the-cabinet’ details. Sure, visitors may not immediately recognise them, but these small touches shape how people feel. They don’t just see the space—they experience it. And experience, as we know, is a story people tell themselves. The more finely tuned that story is, the more compelling it becomes.
How the details impact brand perception.
In fact, much of what creates a standout brand is down to the details most people won’t consciously notice. So, whether you’re designing a brand identity, launching a campaign, or creating an experience, the lesson from Jobs's story is clear. Focus on the unseen details. The details are what separates the extraordinary from the ordinary. At the end of the day, as both Paul and Steve Jobs demonstrated, it’s not just about building something—it’s about building something that matters.
At Lyra Studios, we utilise ‘back-of-the-cabinet’ thinking to turn good businesses into exceptional brands.
Whether you have a concrete plan or a budding idea, we'd love to chat about how we can help.