A brand touchpoint is any customer experience that builds a subconscious rapport and stimulates an emotional response. Interested?
You can truly say that every aspect of a company is capable of influencing a customer’s perception, and that gives an almost endless amount of ways in which to build your brand. Whatever your approach, at some point you will ask yourself, where and how can I build and improve my brand identity? What media-mix is going to influence my market?
The answer is by no means simple and every case deserves an individual approach.
So, for fun and perhaps to “lubricate” your creativity, here is a list of classic and less-classic ways to convey the visual brand identity of your company:
Let’s start at the beginning!
A logo design (the main symbol behind the entire visual identity that is used across all media, scrupulously following defined graphic guidelines)
Then put the identity into action, along with the many other factors that can influence a brand.
Presenting your offer:
Products (the price and quality of your product are integral to your brand)
Packaging (influences the perceived value of the product)
Point-of-Sale (all kinds of in-store promotion: cards, boxes, pop-up stands, floor stickers, etc)
Retail Design (interior and exterior design of your outlet stores)
Signage (facias, signposts, A-boards, flags, awnings)
Reception (One of the first physical visual impressions – make sure it represents your values)
In-store demonstrations/promotions (give them a taste of your product)
Apparel Design (clothing items that are worn by employees or sold as part of the brand’s strategy)
Location (sometimes just being in a town or a particular quarter will speak for your brand image)
Goodies (such a huge choice just make sure they fit your brand image)
Website design (the user experience, the look and feel, your service)
Stationery design (letterheads, business cards, compliment slips, etc.)
Media:
Printed marketing collateral (flyers, brochures, books, etc.)
Technical docs and instructions (or better still, video demonstrations on your website)
Email Design (email template design for newsletters, in-house memos, email signatures, etc
TV Advertising (visual style and elements of TV productions and advertising
Outdoor advertising (billboards, bus-stops, underground, buses – people on the go)
Cinema advertising (National and local – be sure to produce cheap if you want to look local!)
Presentation film of your company (even if it only gets on YouTube and Vimeo, create your history)
Sponsoring (stadium signs, rally cars, private vehicles, cyclist clothing, the opportunities are endless)
Vehicle branding (the cheapest brand billboard ever, and it’s where your customers are).
Actions:
Events (where you show yourselves, and in what style, how you receive clients, from the invitation to the post-event follow-up)
Exhibition stands (the key here is to ‘stand’ out from the others)
Roundtables and webinars (brand yourselves as experts)
Event organisers (position yourselves as specialists)
Tutorials (position yourself as an expert and if they’re free – a philanthropist)
Recruitment adverts (who’s to say that you really have an opening, but it sure looks like you’re expanding)
Happy branding, and if you have any suggestions for other visual brand touchpoints, let us know!
Branding Consultant at Pont Bleu Communication
Daren Birchall’s career spans more than 30 years. He is a graphic designer, writer, analyst and communications strategist, marketing consultant, media buyer, production manager, and for quite some time was an advertising agent. He loves photography but his glasses bother him.
