Reilly Newman | Walt Disney had a great mindset in how he approached his business as he built the Disney empire. He was known for saying “everything speaks.” This mindset has been embedded in Disney’s brand and has become more than a standard, but a mantra.
“Everything speaks” is a perspective that views every detail as important. Walt Disney was known for his attention to detail and some even may say perfectionism. This level of attention may be intense at times, but you can’t disagree that it is the foundation on which Disney was built. This mantra is seen throughout the design of the parks which were one of Walt’s main focuses. The attention to the smallest of details in the parks is what has made them the success they are today. From the visual design of the different lands to the artificial scent released in spaces and use of textures on the ground. The custom railings, perfect landscaping, cast member greetings, and the cleanliness of restrooms all say something about the Disney brand.
When we look at the brand as a whole it becomes evident that this mantra has become key to Disney’s success. This is because this attention to detail makes the business as a whole respect and honor every single touchpoint. They not only see the value of the small details but do their best to maximize each. As park-goers, when we happily walk through Disneyland and see the lack of trash on the ground, the manicured lawns, freshly painted walls, clean floors, and pristine counters we may consciously note these details, but for most they are unconscious in the processing of this. To most, it may just feel like a safe space because of how well it is taken care of. Or it may feel more inviting because it’s so darn picturesque. Whether we notice or not, these details do speak to us. They speak to the care of the staff, they speak to the story we are joining, and they speak to our own identities as we engage with the brand.
Everything speaks to your audience. How you prepare and pack their order. How you answer the phone or how you take care of your storefront. These details speak on behalf of your brand and help create the brand experience your buyer partakes in. Walt knew that ultimately business is not about transactions, but about relationships and that the best way to build relationships is through experiences. This took Disney from simple amusement parks to themes, characters, and more to create experiences that impact the guests.
These experiences wouldn’t be as impactful without the underlying mantra of “everything speaks” because there would be gaps and cracks in these experiences. Whether that’s an employee’s poor attitude, trash on the ground, weeds in the garden, poor design, or even dilapidated paint on a handrail, these all speak to the experience. These experiences will ultimately determine the perception of your business — and the state of your brand — in the eyes of your audience.
