Online brand touchpoints for high-end brands (2022 update) | Fiona Gobbo Creative
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Online brand touchpoints (updated 2022) | Fiona Gobbo Creative | The online brand touchpoints to use as a high-end brand to grab the attention of your ideal client(s) and build your brand experience

Online brand touchpoints for high-end brands (2022 update)

In everyday life, we experience thousands and thousands of incentives from brands — even worse online. As a brand or business, you must know how to use these online opportunities to grab your ideal client’s attention. It would be best if you started cultivating your online brand touchpoints.

 


 

It would be best if you started cultivating your online brand touchpoints.

 


 

In this post we’ll explain the different types of online brand touchpoints and give a couple of examples of brand who are expanding their brands the right way online.

Want to know more about offline touchpoints or collaborations? Check out this in depth post about all the offline touchpoints your brand might have and this post about how collaborations with brands or influencers are also touchpoints that need to be on brand.

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Online brand touchpoints (updated 2022) | Fiona Gobbo Creative | The online brand touchpoints to use as a high-end brand to grab the attention of your ideal client(s) and build your brand experience

Brand experience & online marketing

Online brand touchpoints for high-end brands

 

01 | Social media

Social media is one of the biggest online presences for most brands and businesses. It’s not that weird because people spend a lot of time on social media. A great way to engage with your ideal client(s)! Therefor, it’s important to be consistent to create a smooth brand experience on your social platforms. Use the same usernames, same color scheme as your overall brand and the same images and videos. This way your ideal client will instantly recognize that they’re engaging with your brand or business.

There are also exceptions to the rule. Luxury brand Bottega Veneta deleted their social media channels in 2021 to release a quarterly online journal (that seems to be offline when we updated this article). Doesn’t mean they disappeared off the platforms — there are still a lot of people showing off their Bottega Veneta items. The brand just isn’t using social media as part of their marketing strategy. In other words, you don’t always have to follow the rules. You can make them fit your brand and vision.

 


 

People spend lots of time on social media and you are a fool if you won’t to take advantage of that time to engage with your dream client.

 


 

02 | Online advertising

With algorithms changing every couple of months and search engine ranking changing almost daily, sometimes the best way to reach your dream client is through online advertising. Make sure that your boosted posts, advertisements or banners all reflect your brand. It is especially  vital on social media. Sponsored posts that look like they belong in your feed do better than ones that are of just product shots.

Online advertising can be:

• Social media ads or sponsored posts
• (Affiliate) banners
• Ads before videos
• Google ads

Important with advertising is to know the intent of the ideal client you’re targeting to make sure you get your ROI.

 

03 | Video

When we originally wrote this article back in 2018, we said: “In 2020 it’s expected that 80% of online content will be video. Does that even come as a surprise? You see video everywhere and all the big social media channels will give you extra points for using video. If you want to dive into video, think about how it will fit with your brand and what themes you can discuss in your videos.” And we couldn’t been more right.

Now in 2022 video is a must as an online brand touchpoint, especially on social media. With the success of TikTok and other social media platforms following suit with short form video content — Reels & YouTube shorts — you need to provide video content if you want to keep up.

But it isn’t just a requirement on platforms, it’s also a great opportunity for high-end and luxury brands to elevate. their brand presence online. From sharing the process behind the products or services to re-using videos of fashion shows to using video as a way to sell your products or services. You can show your clientele the details that set your brand apart. Show them an exclusive look how your (handcrafted) products are made. Or take them behind the scenes of what to expect when they book your services.

Think big video content that you can chop up in smaller pieces of content to re-use for your marketing strategy online. A lot of brands are pivoting to TikTok — mostly because the future consumer is over there — but don’t forget to utilize other video platforms and formats. Your audience might want a long form video instead of snappy videos. Think more about investment versus outcome: re-use your short form video on other platforms that have a longer shelf life (blog or website).

 


 

Think more about investment versus outcome: re-use your short form video on other platforms that have a longer shelf life (blog or website).

 


 

04 | Website & webshop

Most luxury brand put most of their online marketing efforts towards their social media but your website is still THE home on the web for your brand. Especially if you want to create a branded experience, your website is the place to put the focus on.

With the pandemic (almost) behind us, we’ve seen how important it is for luxury brands to also have a website to sell their products or services. Either you had to have a killer webshop or a seamless communications experience to get a hold of an associate. Both are online brand touchpoints you can use to your advantage to create an online brand experience for the client.

But you also need to provide all the important information about the what, how and why of your brand. The website is probably your most branded online channel with your logo, brand colors and tone of voice. The perfect place to reflect your brand message and experience.

ietsmethaar hair salon brand identity | Fiona Gobbo Creative | Hairstylist brand identity including luxury logo design

Brand building tip: re-use your marketing materials in different formats — example a welcome packet turned into Instagram highlights

05 | Community building through online platforms

Using online forums or platforms for your brand are great ways to build a community around your brand. Not only can your brand get in touch with your ideal client(s), your ideal clients can build communities among themselves. Make sure when you engage that you use the same brand tone of voice and that you provide valuable information.

Examples of using platforms to build a community:

• Quora (answering questions)
• Reddit (people creating content around your brand or building communities around it)
• Facebook communities (for questions and discussions — clients can communicate with each other and build relations around your brand)
• The PurseForum (people swapping experiences & tips about their bags and such)

It’s all about finding where your ideal client is building their community and making sure you either read along or take part in the conversation.

 

06 | Live video

The height of live video was during the pandemic but it is still a great online brand touchpoint to build relationships with your clients and community. A benefit of live video versus pre-recorded videos is that you can directly interact with your audience. It makes the experience interactive and more conversation like.

 


 

With algorithms changing every couple of months and search engine ranking changing almost daily, sometimes the best way to reach your ideal client is through online advertising.

 


 

07 | Live Chat & after sales webcare

We already mentioned live chat under the online brand touchpoint ‘website’ but it is important to let is have a separate paragraph. These days, your clients want direct contact and as fast as possible. In the luxury space your relationship are more personal which means the way you communicate with your clients also have to be more personal online. Especially when they need help. Think online chat options when they are shopping your website or sending your sales associates a message to ask if a certain item has hit the stores yet. It’s all about helping the individual client with a personal touch.

Luxury clientele will also have higher expectations when it comes to after sales. Think repairs, questions about their products or follow-ups for services. A live chat is a great way to quickly help them out instead of using email.

 

08 | Email marketing

Email marketing is a touchpoint everyone needs to have — with a good plan that is. Because this touchpoint can become spammy very quickly if you overdo it. It’s more personal than a social post. It’s the direct mail of the online world — you are delivering it right into your clients online private space. You need to be quick to make your point, add valuable content to their inbox and provide a positive customer experience.

Make it clear what you’ll be delivering to their inbox when they sign-up. This means more than just ‘keep in the loop’ or ‘join our email list’. What is your client interested enough in to give your brand access to their (private) email address? Make it valuable and give it a twist that suits your brand.

If you want to take it to another level, make sure you make segments for different types of clients and deliver content that is tailored to that group. Create follow-up emails for purchases or when they signed up for a waitlist. Again, personalization is the key. Don’t go overboard or generic, make it make sense for your ideal client.

Brand building tip: use a mix of offline and online brand touchpoints to build your brand experience.

09 | Podcast

There are many branded podcasts out there and if it makes sense for your brand, why not jump in? You don’t even have to make your own podcast — some of the biggest brands sponsor podcasts. The main point is to think about the format of the podcast and how it fits in your content strategy. Great examples:

BOF podcast — Business of Fashion podcast about the luxury industry. Goes into certain subjects that they’ve written about on the website.
3.55 podcast by Chanel or Les Rendez-vous littéraire rue Cambon (in French) — A value based podcast where the brand ambassador for Chanel explores its links with creation in intimate conversations held in spaces that would normally wouldn’t be chosen to record podcasts in.
The Glossy Podcast — A weekly show that analyzes the impact of technology in (luxury) fashion and how people / brands are making an impact.
Dior Tales — a storytelling podcast for children with fantastical Dior stories to share with your kids.

 

10 | Blogs & Online magazines

Blogging or an online magazine is still a great way to connect and build trust with your ideal client. It’s important to know which themes and subjects might interest them or questions they want answers to. Think inspiration for the next season, behind the scenes of the manufacturing process or subjects that are adjacent of your vision and values. It doesn’t have to be directly correlated to selling your services or products or about your brand.

A couple of examples:

Patagonia blog — A blog with stories about activism from around the world

Porter magazine by Net-A-Porter — Lifestyle & fashion editorial with shopping guides and interviews

An old school way to utilize blogs is through PR placement and press releases or working with influencers that still have a blog next to their social platforms. A lot of brands might that this is an outdated way for the online space but blogs tend to have a longer lifespan than a social post. You need to put a little more research into it, but a well executed blog article with the right keywords can live on for a long time. And benefit your brand equally.

ietsmethaar huisstijl ontwerp kapper | Fiona Gobbo Creative | Kapperszaak marketingmaterialen

Brand building tip: use your vision to guide you in your marketing efforts.

10 | Online brand touchpoints for service providers

The online brand touchpoints also differ when it comes down to the type of business or brand you have. For high-end service providers and brands it’ll make sense to use one or more of the examples below. Sometimes it can work for a product based brand but the next examples mostly apply for service based brands. But — like with anything when it comes to building your brand — you always have to look at what makes the most sense for your brand.

 

Ebooks or other (freebie) downloads

Ebooks and other digital downloads — lead magnets — are a great way to pull in your desired audience. It’s the idea of giving your ideal client that little bit of extra valuable information to get them to invest in one of your products or services.

An ebook is great for service based brands that are more technical because a client will mostly take the time to read up before getting in touch for a demo or actually purchasing the service. Lead magnets can be used as a free download to get someone to sign-up for your email list so you can nurture them to purchase your service. They are often more compact than an ebook and show the potential client a small glimpse into solving the problem they want to solve.

Make sure that your digital product fits the overall brand experience. A great way to do that is to set up a template that you can use time and time again but change the cover to fit the contents.

 

Guest blogging or podcast guesting

Like we mentioned above, blogging is a great way to get in contact with your ideal client. But it doesn’t mean you have to produce everything. You can also search for blogs or platforms in your niche or industry and be a guest writer or speaker. Not only will this give your brand or business more credibility, it will also create links to your online presence. Therefore helping you with ranking and making it easier for your ideal client to find you.

Another great way to get more eyes — or in this case ears — on your brand is to be a guest on a podcast. There are 383+ million podcast listeners globally (Demand Sage, 2022) and the number is most likely only going to grow. Same as with blogs, find the top listened to podcasts in your niche and pitch them about why you should be on their podcast.

 


 

Search for blogs or platforms in your niche or industry and be a guest writer or speaker. Not only will this give your brand or business more credibility, it will also create links to your online presence.

 


 

Masterclass

A masterclass or webinar is a great way to teach your potential client something valuable to and get them to invest in your products or services. Most important is that the ideal client gets something valuable from you in the form of knowledge. They’re investing their time, which is one the most valuable commodities for high-earners. But from a branding point of view, it’s also important to create a brand experience that they’ll come to expect from your brand. Use this time to build a personal relationship with the potential client through the masterclass. Use your brand tone of voice, make sure your slides are on brand and that they get the expected valuable information that only you can give.

(re)build your brand

Brand touchpoints & the brand experience

 

When it comes to brand touchpoints and building your own brand experience, the choices always come down to knowing what and when your ideal clients wants what and how (type of content). When you know what your ideal client wants, you can start putting your special touch on it. This means implementing your branding — from the visual elements to the tone of voice and other non-visual elements — and making sure that all the brand touchpoints come together in a brand experience the client expects to encounter.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.

Luxury Brand Identity | Fiona Gobbo Creative | Creating a clear long term vision as the base for the luxury brand identity

Strategic branding expert

Ciao, I’m Fiona Gobbo

I’m the brand strategist & designer behind the luxury branding agency Fiona Gobbo Creative (the name might have tipped you off). I love helping brands with shaping their unique identities through strategy and design. When I’m not working I’m spending time with my cat Vinny, drinking flat whites with friends (or on my own — introvert ~*~vibes~*~) or working on other creative projects like my style blog.

With the blog I will inspire you with my next level branding tips to help you (re)build your high-end or luxury brand.