Brand creation and evolution is a story. And like all stories, there is a structure. To ensure the success of a brand, there are multiple touchpoints that work together to create brand success.
Touchpoints are most commonly viewed as interactions. In the digital marketing world, interaction is everything and consumer’s dictate their interactions. Thus it is essential to understand the multiple consumer touchpoints that will inevitably occur throughout the life cycle of your brand. These touchpoints vary from industry to industry and consumer to consumer, but it is essential to prepare for these to enhance every potential interaction that you foresee for your business.
The Interaction Design Foundation has laid out a few key areas to focus on. Make sure your touchpoints are:
Appropriate
When a potential customer interacts with your brand, they want what they came for. Make sure you’ve tailored your interactions to fulfill their goals and leave them wanting more from you.
Relevant
Time is precious in the digital marketing world. Refining your brand to ensure you are relevant to consumer needs will create easy and worthwhile interactions for both you and potential clients.
Meaningful
Creating meaning through your brand interactions is going to keep you top of mind. If a customer feels important and looked after in even a small interaction, this will do wonders do your brand image, and encourage word-of-mouth advertising.
Endearing
Create relationships through interactions, no matter how big or small. Making customers feel important is crucial to maintaining brand loyalty that lasts.
If the necessary time and effort is put into enhancing each potential touchpoint for your business, you will enhance your brand in the long term and create customers for life.
