What wins you over? One of the values I hold dear in my business is my belief that I can’t release anything to a client that I myself wouldn’t be super excited for. I cringe when I hear someone say “It’s not personal ” In branding, it should be, and that means there are many different touchpoints to consider. Very small things combine to create a huge impact.
Think of a relationship. A kiss, a hug, a phone call when it’s really needed. Touch points are the staple to our personal and business relationships. They may not ask who you’re wearing but they do pay attention, and they definitely will ask you who you’re working with. with. It made me think… people want to be aligned with other people that are making an impact in their industry.
Let’s take a simple example, such as banks. In New York (Manhattan) there is practically a bank at every corner. It amazes me how they can all stay in business. Within a 5 block radius of my office I have JP Morgan Chase, Citibank, TD Bank, Bank of America, Wachovia, Capital One, and Emigrant. What’s a girl to do?
As I think of it, I have amazingly banked with most of them. When I first moved to New York in 1994 I opened an account with both Chase and Citibank. Why? I was familiar with them through the advertising they had done (and I wanted to test both of them to see who provided the best service. Chase won). I’d seen their commercials, walked past their billboards, read their ads in magazines, and heard their names mentioned by others. Multiple touch points that gave me the “feeling” that they were here to stay and that they understood my needs.
That’s the benefit of multiple touch points.
They remind your community that you’re around whenever you need them and they make sure that others know it, hear it, and see it, over and over and over again. Sometimes a client will meet you a particular touchpoint and then not take action to engage with you until some time later. Each time however, they’ve moved towards action because they felt something. People make their spending decisions based on emotions… nothing else. No matter what they may tell you in words. Good feelings generally result in good profits. (and you can speed up the process with a diverse portfolio of outreach)
The next thing to do is set a list of Google alerts
Sometimes we become so involved in our business that we neglect the basics. Below is a list of touchpoints that you should consider for your business. If we were to drill down more specifically, there are hundreds of touchpoints that we could list, so this list simply serves as a bird’s eye view to guide you. How many are you using?
All of these touch points should have a place in your brand planning.
Each of them should also represent your company’s unique character, voice, look and feel. Some interact with your client, some take care of them. All of them should exist in harmony working toward the same cause: to reinforce your brand at pre-purchase, purchase and post-purchase experiences. Don’t be afraid to be reach out and touch someone, in more ways than one. Your marketplace is actually depending on it.
Do you need to get polished and implement some of the touch points noted above? You’ve got two options: The Bankable Branding Blueprint and Brand Excitement’s custom services. Both will make you shine like the top of the Chrysler building! See our recommended resources below of just give us a call at 888-YOU-BRAND.
You list a number of areas I think many of us never even look at. Too easy to get fixed on the ones we are used to using (comfortable) regularly.
Yep Mark, I agree. Sometimes what happens is if one touchpoint starts to get stale we should expand to another and see if that freshens things up.
This is good to know when I am in the process of putting some meat into ideas for business. All the stuff that goes into just the planning stages for business does my head in sometimes. It’s hard work!
Angie, I second that emotion! It gets easier with time… but it can be exhausting in the beginning.
Excellent list of touch points to consider using. The trick is to figure out which ones work best for you and your audience and become truly expert at them.
I agree May. It’s important to watch the results for each one to know how much energy you should put towards it.
Excellent list! Thank you for sharing this valuable information.