What are brand touchpoints? (2022 update) | Fiona Gobbo Creative
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What are brand touchpoints? (2022 update) | Fiona Gobbo Creative | We're explaining what brand touchpoints are, how to make your own brand touchpoints wheel & create your own brand experience

What are brand touchpoints? (2022 update)

In every day life we are exposed to incentives from brands. When you scroll through your social media feeds you’ll see sponsored posts, ads and organic content from brands on top of the content your friends and accounts you follow. Turn on your television (or Netflix in the near future) and you are bombarded with commercials. And don’t forget the product placement in shows. Walk around the high street and you’ll be greeted by billboards, instore promotions or photo opportunities sponsored by brands. Listen to your favorite podcast or watch a YouTube video and you will be confronted with ad breaks. Order something from your favorite retailer and you’ll receive a perfectly wrapped package. They’re all brand touchpoints. And they are important for brands to connect with their ideal client.

Sure, maybe your brand isn’t on the level of commercials on television but you do have social media accounts, a website, maybe packaging or a business card you hand out to a potential client. To create a strong brand experience for your business or brand, all your brand touchpoints need to be on brand: supporting your vision, goals and visual branding.

 


 

To create a strong brand experience for your business or brand, all your brand touchpoints need to be on brand: supporting your vision, goals and visual branding.

 


 

Brand touchpoints are perfect to make your brand stand out. Wether you’re a multinational or local brand, you need to know about brand touchpoints and how to leverage them. We’ll explain why:

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What are brand touchpoints? (2022 update) | Fiona Gobbo Creative | We're explaining what brand touchpoints are, how to make your own brand touchpoints wheel & create your own brand experience

Build your brand experience

 

What are brand touchpoints?

 

01 | Our definition for brand touchpoints

Simply said, brand touchpoints are all the moments your ideal client comes in contact with your brand. All these points together is your brand experience. The better they are in line with your overall brand, the better the customer experience.

That’s why you need to make an inventory of all the brand touchpoints your dream client will come in touch with. If you really want to create a strong brand or business you need to think about how you can provide the most value every time your dream client comes in touch with your brand or business. This means thinking about the type of content you need to provide, what questions you can answer or valuable information you can give mixed with creating brand recognition. And above all, that your dream client has a positive brand experience.

 


 

Simply said, brand touchpoints are all the moments your ideal client comes in contact with your brand. All these points together is your brand experience.

 


Map out & reflect on your brand touchpoints to create the seamless brand experience for your clients.

02 | Types of brand touchpoints

Brand touchpoints can be many different things for different brands (and budgets). It’s all about finding the sweet spot between the brand you want to build and what will entice your ideal client. They’re being bombarded with content and brands day in day out so you need to know them well to win them over. For high-end and luxury brands that means finding ways to bring that balance of aesthetics, personal experiences and value together. This type of client expects more and innovative ways to be enticed to choose your brand.

However, there are three main brand touchpoint types:

• The offline brand touchpoints that the ideal client comes in contact with in the real world. They’re often the things that a client can hold and experience. Think packaging or an exhibition.
• Online brand touchpoints are the brand touchpoints that live on the world wide web. They can’t really touch them physically but you can touch them in other ways. Think of video or social media content. Also: storytelling is even more important for online touchpoints.
• Or through clients, brand ambassadors and brand collaborations. These brand touchpoints are the ones you don’t own or produce. Which makes picking the right collaborator all the more important for your brand.

We’ve written blog articles on each of these main categories with examples if you need inspiration to build your own brand experience. However, even though we talk about them separately, they should be intertwined. If every touchpoint stands on its own, the experience the client has with your brand is short-lived. A seamless brand experience is build when they all work together to build your brand.

 


 

To give your ideal client the right content at the right moment, it is best to match your touchpoints with the customer journey.

 


 

03 | Use a brand touchpoint wheel

So where do you start to build your own high-end brand experience? You start with gathering information about your ideal client, mapping out your customer journey and then the brand wheel.

Mapping out your brand touchpoints
You need to map out all your touchpoints — online, offline and what is being said about your brand through clients and collaborators. To give your ideal client the right content at the right moment, it is best to match your touchpoints with the customer journey. don’t have a customer journey yet? Try to make one for your ideal situation. You can always optimize when you have more data. After you’ve done that, categorize your touchpoints in before, during and after the event. The event can be a purchase but it can also be your client making an appointment for a demo or an actual event. It’s all about the journey your client makes and what it needs in the different stages in the journey.

Reflecting on your brand touchpoints & closing the gap
Ask yourself: Are the brand touchpoints on brand visually? And do they communicate the right brand message? Most importantly: do they add value? And can we optimize them to build more trust with our clients?

If your brand touchpoints are doing what they should be doing based on your brand strategy, then start a list with the touchpoints that need to be developed or optimized to close gaps. If they are all running smoothly and doing what they are supposed to do, think of the opportunities you can take as a brand. Can you move budget to something to create a higher ROI? Or personalize your efforts even more? Are there things you’ve never had the opportunity for to create because you were busy optimizing that you can now do?

Use a brand touchpoints wheel to see what you are doing, what is working & where the opportunities are.

(re)build your brand

 

Work on your brand touchpoints

 

Creating a strong strategy that flows into your brand identity is just the beginning of building your brand. Your brand or business starts to exists once you start building it up with the right brand touchpoints that help create your brand experience and relationships with clients.

To build a solid brand experience you need to know what your brand is already doing, what is working (for your brand or for others) & where your opportunities are. You want to create a seamless brand experience which means that every point of contact needs to represent the brand. That’s where your base — strategy & identity — come through. Your brand book is THE tool to help you keep track of everything in your brand experience. It will help you stay consistent and everyone will know how to implement all the brand elements into the brand experience.

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.