Consistency is key to brand building.
On a recent trip to the supermarket Colruyt, Belgian low cost retailer, I found the following message on my shopping cart:
We aren't putting a lock on this shopping cart
(saves 14 euro / cart)
Again cutting costs, a difference you'll see on your bill!
In other supermarkets you need a coin to unlock your cart, to ensure lazy people bring it back to the cart stall.
Less hassle and it shows the commitment to cuting costs. From their simple store decoration to a cooled room instead of fridges, all the way to shopping carts.
And by putting it explicitly on their carts, people are reminded of this. And it sets them apart from competitors where you still need that coin.
Branding is everywhere!