In every day life we experience thousands and thousands of incentives from brands. Just look around you the next time you head into town or when you are watching your favorite tv show. How many product placements can you spot? They’re all offline brand touchpoints. As a brand or business you need to know how to use these offline opportunities to grab the attention of your dream client in a world flooded with brand messages.
“As a brand or business you need to know how to use these offline opportunities to grab the attention of your dream client in a world flooded with brand messages.”
I’ll explain the different types of offline brand touchpoints in this post and give a couple of examples of brands who are cultivating their brand experience in the real world.
OFFLINE BRAND TOUCHPOINTS
Offline brand touchpoints are all the touchpoints your dream clients comes in touch with in real life. Offline touchpoints include:
Shop front, interior and personnel and/or customer service
Your physical store should be the embodiment of your brand. Not only should your branding be presented everywhere, the interior should also reflect who your brand is. Also, the personnel you have working in your store should provide the customer experience your dream client would expect from your brand. From their tone of voice to their service, it should all be aligning with your brand values.
Who doesn’t get excited over beautiful packaging? It is something that will set your product apart from other products and carries on your brand message. Think about how you can elevate your brand experience through packaging.
Offline advertisement (magazine advertorials, billboards, instore communication, flyers, posters, etc.)
Part of promoting your brand is advertisement. There are many ways you can get in contact through advertisement. It doesn’t just have to be the above mediums. It can also be a sample product in a gift bag at an event you’re sponsoring where your dream client will be. With advertisement it’s always about hitting the sweet spot of advertising what you’re selling and making it naturally blend in with its surroundings.
“With advertisement it’s always about hitting the sweet spot of advertising what you’re selling and making it naturally blend in with its surroundings.”
Your product or service presentation (menu, catalog, brochure, manual, etc.)
You want your brand and products or services be on the same page when it comes to your brand touchpoints. It will create an streamlined brand experience for your dream client. Because these designs present your products or services, they should also present what your brand stands for.
This is a pretty intimate touchpoint with your dream client. A stand at an event is a great way to build your relationship with them. But even better is hosting a special event for your dream client. This creates a stronger brand experience and brand loyalty with already existing dream clients.
Offline collateral design (stationary, business cards, brand book, merch, etc.)
A lot of the above touchpoint are actually part of this category but I thought that some of the above deserved their own category. Anyway, these are all the design elements that support and extend your brand. If you are handing out your business card to a potential dream client, you want to make sure you make a good and lasting impression. An impression that will create recognition when they decide to follow up or visit your website. Most brand or graphic designers also offer collateral designs as part of their branding package or as an add-on.
Offline brand touchpoint examples
Here are some brands and businesses who have taken their branding vision and visuals and turned it into an IRL brand experience for their dream clients.
“Your physical store should be the embodiment of your brand. Not only should your branding be presented everywhere, the interior should also reflect who your brand is.”
If you look at Glossier about page you will see exactly what the brand is all about: centering the consumer who doesn’t only get to experience the products but also tailor-made them to fit their wants and needs. Other than that, the brand is all about pink, glossiness and pure beauty. All these elements can be recognized in their physical stores: from the interior to the product packaging. They got their offline brand touchpoints on lock.
“From the tissue paper to the invoice — it all fits the feeling of luxury and matches their branding.”
MyTheresa.com packaging and collateral design
For my birthday I ordered a present from MyTheresa.com and I was pleasently surprised by their packaging. Their tagline is ‘the finest edit in luxury fashion’ and you won’t just see this message throughout their entire website but also in the way they package the products. From the tissue paper to the invoice — it all fits the feeling of luxury and matches their branding.
Haim pop-up store
Merch pop-up stores are all the rage in the music industry. Record companies are trying to find new ways to expand their artist brands and strengthen fan loyalty. Haim opened one in LA for the release of their new album. The interior was filled with never before seen images and matches the LA, relaxed vibes you expect from the band.
— summer girl (@KylesHaim) June 17, 2017