Since buying is no longer only a means of acquiring what you need, we have to focus our efforts on how we can give our customers more than a simple product. Today, to sell your product you need to create an experience for customers. Listing product attributes won’t suffice. Customers want to know the brands they buy from and feel aligned with their values. It’s all about how you tell your story to make a connection. Turning simple interactions into a branded experience. Brand touchpoints are an opportunity for you to make a connection with your target customer. They will help you to start a long-term relationship with them.
What are brand touchpoints?
It’s rather simple, every point where you interact with your customers is a brand touchpoint. Every touchpoint is a chance to tell your story, connect, and build brand recognition. Social media can be a touchpoint for your brand where you engage with your customers. But even a simple contact form on your website is a brand touchpoint. Touchpoints come in all kinds of forms and they’re not only found online. The moment a customer walks into your shop and you greet him, that’s a brand touchpoint. All those touchpoints play a part in your overall brand experience. You want to show off a cohesive image every time you connect with your customers. It’s important to define your touchpoints and figure out the best way to leave a positive impression every time you interact with customers.
Why do you need to know your brand touchpoints?
Bad impressions quickly turn a customer off. But not only first impressions are important. Every interaction can help you to turn a prospective customer into a raving fan. It’s only logic to spend some time on creating this wowing experience for your customers. You can do several things when you interact with a customer:
- Build brand recognition
- Tell your brand story
- Start a conversation
- Receive feedback
- Create a brand experience
How to create a cohesive brand experience?
The best way to always stay on-brand is to create a simple brand style guide. This guide includes all your brand standards from your voice to your visual style and how to use them. Once these standards are defined you can apply them to every touchpoint.
Using the same colors for all your visuals makes people associate these colors with your brand. They can become a guiding thread for them if you use them consistently. But people not only remember visuals. You can also use your voice to build recognition. Somebody who does this really well is Amy Landino. She consistently starts her videos with the same phrase “Good morning, good life, everyone.”. It has become a signature of her brand and people now expect to hear this phrase. At the same time, it aligns with her brand and the message she wants to spread.
Related post: How to find your brand voice
And this is what you have to pay special attention to when it comes to brand touchpoints. It’s not about slapping on your brand colors or coming up with a unique way to greet customers. It’s about aligning these interactions with your brand. Practicing what you preach. The better you understand your brand and what it stands for, the more natural these interactions become. Cohesiveness should never be forced.
How to know where your brand touchpoints are?
If you want to find out where exactly your touchpoints are, start by going step-by-step through your regular workweek. It’s as simple as writing down your to-do list.
Let’s say on Monday you write your newsletter. This newsletter is, of course, one of your touchpoints. You can now look at your newsletter to see if it creates the right experience for the reader. Is the design on-brand? Does your unique voice come across? But this isn’t all. Your newsletter includes several places you also have to consider. From how people sign-up, over the confirmation email they receive to the freebie you offer in return for an email address. Like this, you can go through every day and see where else you interact with customers.
How to audit your brand touchpoints?
The best is to go through a short audit for every touchpoint. Write down all touchpoint and what each of them entails. Then you can start to audit your touchpoints by asking yourself if they align with your brand. If not you can tweak them. This is something you need to do on a regular basis because the market and what customers need will change and evolve.
There are three things you need to consider when auditing a touchpoint. Start by asking yourself if it represents your brand in voice and style. Secondly, make sure what you do sets yourself apart from your competitors. Sometimes it can be hard to stand out only by your style. But the way you engage with customers can be completely unique. And lastly, ask yourself if this will create a deeper connection with your customers and trigger them to take action. Because all your interactions are possibilities to connect on a deeper level and let people get to know your brand.
During this process, you’ll also come across new possibilities to interact with your customers. There is always something you might not have thought of before. It’s the perfect time to create new touchpoints or expand old ones.
How to know if your brand touchpoints work?
It’s always good to audit your touchpoints and make sure everything aligns with your brand. But this is only your personal view of things. You might be asking yourself how people perceive your efforts and if they like the experience they have with your brand. If you want to know what you can improve on or what you need to change there are two ways to do so.
The first one is to listen to your customers. You’ll find that they aren’t afraid to tell you if something doesn’t work for them. But you’ll also get positive feedback. This can be an indicator for you to do more of what they like. In general, you can get lots of information out of your customers’ emails, messages, and comments. You only need to pay attention to them.
The second, and more obvious, source of feedback is a survey. Simply ask them for their opinion. You can do this by creating a questionnaire you can send per email. Or you can ask questions on social media if you’re looking for a quick and short answer.
Like often, it’s the tiny details that matter. Every brand touchpoint is important when it comes to creating an amazing brand experience for your customers. Don’t miss out on this opportunity to connect and spread your message. Have you spent time on your touchpoints?