I once entered a bank that looked very dirty. There was so much noise, it was hot, children were running around and I could've sworn I heard the sound of a goat bleating.
I wanted to make a transfer, but I was so scared my money would end up in the wrong place. I did the transaction anyway because it was the only branch in that area.
Afterwards, I left the bank in a hurry. Nothing was going to make me go back there…ever! The bank may be the best bank in Africa, with good processes and all, but I just didn't see it through the presentation.
When we try to tell people to "be like us", "do as we do", "buy our stuff" or "serve the God we serve", the name we mention can only go so far. How we say it matters. Presentation is key.