As marketers, we invest a considerable amount of time celebrating the virtues of consistency, simplicity, and clarity. And all of it is true, especially during the all-important process of defining your brand. Delivering a high-quality, memorable experience at every touchpoint is the very essence of defining and maintaining a brand. It is how customers see your company.
Touchpoints allow customers to have experiences every time they “touch” any part of your product, service, brand, or organization across multiple channels and at various points in time. Parking your company car at the county fair? It’s important that your signage and logo are in excellent condition, as this represents a touchpoint of your brand. In addition, make sure your vehicle is clean and free of dings and dents. Are you parked responsibly? (Asking for a friend – some of us are “between the lines” challenged.) As minor as all this may sound, it’s an opportunity to interact with potential customers.
From a wider perspective, touchpoints for tourism can occur at airports, entryways into the city or destination, front-line staff at hotels, convenience stores and restaurants. Think Disneyland. The company takes great care to ensure a quality customer experience from the ticket counter to exiting a ride. Touchpoints for your business occur online, in person, and with or without the consideration that the smallest transaction can positively or negatively affect your brand. Touchpoints allow prospective customers to become knowledgeable on the brand and the benefits offered and allow them to decide whether they continue their journey with your brand.
It’s also important to realize that in today’s world of social media and reviews, there are touchpoints you can’t control. These can include a customer’s experience when they interact with your product, including visiting your website. Social media has become an amplified “word of mouth,” where a shared experience – good or bad – may influence others’ perceptions toward your brand. There are touchpoints you create to develop and maintain your brand. These include the way you merchandise your space, collateral, and any other messaging through physical channels. Other touchpoints come in the form of customer interaction. Employees, website experience, and customer service all play a huge role in your brand’s ability to provide positive touchpoints and, ultimately, create advocacy with your customers to maintain their loyalty and promote your brand to others.
Whether your business has been around for decades or you are a fledgling new company, brand development – through the care and feeding of your touchpoints – helps you identify a powerful and effective way to connect with your audience. Wendt has considerable experience and success in defining and managing brand reputations. Let us help you identify what makes you unique. Then all that’s left is to believe it, live it, and share it!