I tried playing the role of a customer when walking into my client’s office:

👉 The Child Care Council of Suffolk.

They train future childcare professionals.

Real impact. Proven results. Great mission.

So when I walked in, I asked...
💬 “Where are training sessions held?”

That’s why customers go there, after all.

My client pointed up at a whiteboard.

It read: Information Session ▶️
(in pretty bad handwriting)

I didn’t see this because I’m not 9 feet tall
​– which is where this whiteboard was slapped on the wall.

While seemingly minor, this is an incredibly important touchpoint for my client.

👉 It’s the interaction every single customer has with their brand.
👉 It’s the info they need to begin the journey with my client.
👉 It’s the moment they decide: “do I trust these people?”

And this touchpoint?
​Hard to see, unclear, and unbranded.

It didn’t reflect the incredible mission they actually deliver.

And that’s the thing:

Every customer interaction is a chance to impact their perception.

So what perception does Child Care Council of Suffolk want to evoke in its customers?

🤝 Trust
🧠 Credibility
💬 Purpose

So we swapped the whiteboard for a branded, bilingual, portable pop-up sign.

This is more effective simply because it’s clear, legible, and better placed.

But through its design, it also communicates:

✅ There’s a process here.
✅ You’re not alone.
✅ You’re in the right place.

And that is why this $50 buy is more valuable than a $5,000 ad campaign.

Your most frequent brand interactions may be things you consider “minor.”

But these details greatly shape how customers and prospects see you.

And your brand is more than logos, fonts, and colors.

It’s how people see you… 👀
how they think about you… 🧠
and how they feel when they interact with you.

💬 Reply to this email and tell me…

👉 What’s one “tiny” detail in your business that actually gets seen a lot?

This will reveal the touchpoints we may forget about or neglect…
but actually matter most.

The ones that build – or break 💔 – trust,
without us even realizing it.

Need help spotting yours?

Send me your website URL and I’ll do my best to help you out!

Until next time,