In every day life we experience thousands and thousands of incentives from brands. When you scroll through your Instagram feed you’ll see sponsored posts from brands or even ads disguised as a fun snap posted from a friend. Turn on your television and you not only get bombarded with commercials but also product placement in shows. Go to the drugstore and there will be an shelf dedicated to one brand. They’re all brand touchpoints. And they are important to connect with your dream client.
Sure, maybe your brand isn’t on that 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 and your 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 and your visual branding.”
For smaller businesses and brands these touchpoints are even more vital. They’re the things that need to make you stand out. So yes, even if you are a freelance web designer in a small city, you need to know about your brand touchpoints and know how to leverage them to get jobs.
In this article I will go in on what brand touchpoints are, the different ones and how you can use them to your advantage TODAY!
What are brand touchpoints
Simply said, brand touchpoints are all the points your dream client comes in touch with your brand. All these points together is what makes your brand experience. The better they are in line with your overall brand, the better the customer experience.
“Simply said, brand touchpoints are all the points your dream client comes in touch with your brand. All these points together is what makes your brand 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.
Different types of brand touchpoints
Your dream client can come in contact with you through different categories of brand touchpoints:
• The offline brand touchpoints they meet in the real world;
• Online brand touchpoints on the world wide web;
Want to know more about the different categories? Click on them to go to a more in depth blog post.
Brand touchpoint wheel
An explanation of what brand touchpoints is great obviously but you want to put the information in practice to see the results of expanding your brand over your touchpoints. Here are some tips to get you started:
#1 No brainer but you need to map out all your touchpoints. Online and offline. It’s best to match your touchpoints with the customer journey your dream client goes through. This way you can give them the right content at the right moment. If you don’t have a customer journey just yet, categorize your touchpoints in pre-purchase, purchase and after purchase.
#2 Reflect on your touchpoints. Are they on brand visually? And do they communicate the right brand message?
“It’s best to match your touchpoints with the customer journey your dream client goes through. This way you can give them the right content at the right moment.”
#3 If not, what can you change so they will be more on brand? Maybe they aren’t matching visually or the content is missing valuable information.
#4 And if so, is there any valuable content you can add to your touchpoint to make the brand experience even stronger? Maybe you can add a freebie or add a video to support the tips you gave in a blog post.
#5 Are there any touchpoints missing? Extremely valuable to think about. You don’t want to miss out on making a connection with your dream client!