The B.R.A.N.D. System

B.R.A.N.D.​ FREEZE

The concept of branding can be complex but you don't have to get a brain freeze from it.

3/12/2025

Mastering the Touch Points: Your Brand's Experience

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Every business, big or small, communicates with its audience through three key touch points. Think of these as the vessels that carry your brand's message; an opportunity to create a brand-driven experience. 

ONLINE

Online touch point includes website, social media, email, etc.
This is your digital presence. It includes your website, social media, email marketing, online ads, and any other way customers interact with your brand online.

Make a checklist of your online touch points and consider the following::

  •  Website Usability: Is it easy to navigate, mobile-friendly, and informative?
  •  Social Media Engagement: Are you responsive, consistent, and providing valuable content?
  •  3rd Party Review: What are customers saying about you in reviews and comments?

ON PRINT

On print touch point includes brochure, printed advertisement, invoice, etc.
This encompasses your tangible, printed materials. Think brochures, business cards, fliers, packaging, signage, direct mail, and even invoice.

Consider the following as you evaluate your on print touch point:

  • Design & Quality: Is it visually appealing, professional, and consistent with your brand?
  • Clarity & Information: Does it effectively communicate your message and key details?
  • Brand Consistency: Does it align with your online and on-site look and feel?

ON SITE

On site touch point includes store front, office, product, etc.
This is the in-person experience. It includes your physical location (store front or office), customer service interactions, events, and any direct, face-to-face contact.

On-site touch point can be powerful as other touch points like print and digital elements are likely in the mix:
  • Atmosphere & Ambiance: Does it reflect your brand's personality and create a positive experience?
  • Customer Service: Are your employees helpful, knowledgeable, and friendly?
  • Overall Experience: Does it leave a lasting positive impression?

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    B.R.A.N.D.  FREEZE

    Branding can be a tedious and complex process, capable of hurting like a brain-freeze if you overthink it. As your business evolves throughout its lifetime, your brand will take shape and become more authentic and relatable. In this series of blog posts, I will be "freezing" a moment in the life of a business and discussing what they are doing to become memorable.

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