No matter how good your branding may be, it cannot overcome a bad product. Design a great website, fill it with all kinds of promises, and charge people £25 each in order to take the kids out. If you cannot deliver all the promises your marketing may suggest, people will quickly turn away from your business. Even worse, people may start clamouring around for refunds and your business could get shut down for not meeting the necessary trading standards.
Though a good image can help cover a product's shortcomings, discerning customers can quickly tell when they are being sold short.
Especially when they expect something akin to an Icelandic adventure, "where dreams really do come true" (according to their advertising strapline)
and instead get this -
