DEFINITION FOR BRAND TOUCHPOINTS
We meet brand incentives throughout our daily lives. In addition to the posts made by your friends and the accounts you follow, sponsored posts, advertising, and organic content from brands will appear when you scroll through your social media feeds. You are instantaneously overwhelmed with commercials when you turn on your television (or Netflix shortly). Also, remember to consider how product placement. You will encounter billboards, in-store specials, and brand-sponsored photo opportunities as you go down the high street. You will encounter commercial breaks while you watch a YouTube video or listen to your favorite podcast. You’ll get a gift that is expertly wrapped when you place an order from your preferred shop. They are all points of brand contact. Additionally, they help brands connect with their ideal customer.
Your brand may not be as well-known as television advertising, but you do have social media profiles, a website, possibly even packaging, and business cards that you give to prospective customers. All of your brand touch points must complement your vision, goals, and visual branding to build a powerful brand experience for your company or brand.
You therefore should create a list of all the brand touchpoints your ideal client will experience. Consider how you can add the greatest value each time your ideal client interacts with your brand or business if you truly want to build a powerful brand or company. This entails considering the kind of material you must offer, the queries you can answer, or the relevant information you can supply while also building brand recognition. Above all else, make sure your ideal customer has a favorable brand experience.
TYPES OF BRAND TOUCHPOINTS
Touchpoints for a brand for many brands might mean many different things (and budgets). Finding the right balance between your desired brand and what would appeal to your ideal client is key. Since they are constantly inundated with content and advertisements, you must get to know them well if you want to influence them. Finding ways to combine the balance of aesthetics, individual experiences, and value is important for high-end and luxury brands. This type of customer demands more advanced and creative strategies to be persuaded to choose your brand.
There are, however, three primary categories of brand touchpoints:
1- One offline brand interaction
The physical brand touch points that the ideal customer has with a company offline. They are frequently the items that a client can hold and interact with. Think about a display or a package.
- A brand touchpoint online
The brand touch points known as online brand touch points are those that exist online. They can’t truly touch them physically, but you can still make non-physical contact with them. Consider the content on videos or social media. Also, for online touchpoints, storytelling is even more crucial.
- Or via customers, brand ambassadors, and brand partnerships. These brand touch points are ones that you neither develop nor own. Therefore, choosing the ideal collaborator for your brand is much more crucial.
USE A BRAND TOUCHPOINT WHEEL
So how can you create your own premium brand experience? You begin by compiling data on your ideal consumer before mapping out your customer journey and using the brand wheel.
Mapping out the touch points for your brand
You must identify all of your touchpoints, including those that are online and offline as well as what is being stated about your brand by customers and partners. It is preferable to align your touch points with the customer journey to provide your ideal client with the appropriate content at the appropriate time. Have not yet created a customer journey? Consider creating one for your ideal circumstance. With more data, an optimization is always an option. After that, group your touchpoints into those that occurred before, during, and after the occurrence. The event could be a purchase, a demo appointment, or an actual event that your client schedules. It all comes down to the trip your client takes and what it requires at certain points along the way.
Bridging the gap by reflecting on your brand’s touchpoints
Do the brand touch points aesthetically match the brand? Do they convey the proper brand message? What matters most is: Do they add value? Can we improve them so that our clients have more faith in us?
Make a list of the touchpoints that need to be established or optimized to fill in any gaps in whether your brand’s touchpoints are performing as they should be based on your brand strategy. Consider the opportunities you may seize as a brand if they are all operating efficiently and carrying out their intended functions. Can you change your budget to produce a higher return on investment? Or make your efforts even more unique? Do you now have the ability to develop something that, while you were focused on optimizing, you were unable to do before?
By Nour Masri