What is a brand touchpoint?


– Hey, folks. Today, we’re going to be
talking about brand touchpoints. Now, one of the things I try to do when I’m creating these videos, is keep the design jargon
to an absolute minimum, but there are times
where, I, myself, forget about using jargon-y terms, and an instance of that
happened the other day, when I was speaking to a client, and I was just generally
chatting away to them about a new brand project that we were going to be working on together, and I mentioned the phrase,
“brand touchpoints,” and they suddenly had a
confused look on their face, and as expected, the
client wasn’t exactly sure what a brand touchpoint was. And, so, I thought, “This
is a great opportunity to create a video on that subject.” So, what is a brand touchpoint? Well, essentially, it’s whenever someone has an interaction
with your brand. This could be something like an email, speaking to an employee,
using your car park, your website, social media pages, or even your toilet facilities. All of these are brand touchpoints. The list can go on and on. The key thing is, when someone interacts with one of these brand touchpoints, they have a positive experience from it. It isn’t always about the flashy website or the shiny office space that you have. Sometimes, it’s the very,
very small touchpoints that can make the difference. For example, let’s say
you run a restaurant. You’re going to go all out, creating amazing marketing materials,
that shiny website, menus and advertisements,
to promote the business. You’ve made sure you’ve got the best food, the best drinks, your staff
are all very well trained, your premises look a million dollars, and you are ready to go, but what if the customer doesn’t have a great booking experience? What if they called up and the person answering the phone was in a grumpy mood? Or, the customer turns up
to your shiny premises, but they can’t get parked outside, and they have to park
four or five streets away and walk back to the restaurant,
through the pouring rain? That’s just a couple of examples of two brand touchpoints
that you may not think about, but will have quite a large impact on how that person feels about your brand. We all know that when someone
has a positive experience, they will, maybe, tell their friends, or they may post
something online about it. When someone has a bad experience, you can be sure they’re going
to tell everyone about it, and they’re going to post it
in as many places as possible. This is why it’s important that we know about all the touchpoints that a customer can interact
with, with our brand. An exercise which is
really worth undertaking, is to look at every
touchpoint you can think of, that someone is going
to have with your brand. Now, this could be a list of hundreds, but it’s something you have to look at. Go through the list, and
look at these touchpoints. Do you think, where they’re at right now, your customers are going to
have a positive experience? Or is there potential for
a negative experience? You need to go into these in minute detail and make sure that you do
everything that you can, so that your client has a
positive experience from it. This could take you quite
a bit of time to do, but in the long run,
it will serve you well. Another thing to keep a note of is that touchpoints aren’t individual. They can work together. They’re part of the customer’s journey into your brand. They’ll go from one
touchpoint, to the next, and that journey can be good, can be bad, or could be absolutely amazing, if you do it right. Let’s take a look at this great brand matrix from Hello Future. What I love about this is
it just makes everything so simple, when it comes to
visualising the brand touchpoints. Now, this isn’t, obviously,
every single brand touchpoint you could have, but it’s
some of the main ones, and it gives you the
idea, and lets you see what it is I’m trying to explain. So, the brand touchpoint matrix, here, is kind of split into four quadrants. On the lower left, we’ve got mass market, quick interactions, and those are things
like TV spots, print ads, Adwords, Google Adwords, a campaign site. There’d be a landing
page or an online review. Up above there, in the high engagement, but quick interaction
side, we’ve got Twitter, customer service, and
your company websites. Over on the right-hand
side, in the lower quadrant, we’ve got multiple long-term interactions. We’ve got printed material. We’ve got emails, and we’ve got Facebook. Up on the top, again, we’ve got that personal, hands-on brand touchpoint, but multiple long-term interactions. So, you’ve got your store, your product, mobile applications, and community. What Hello Future have done is they’ve kind of segmented those, again, into “low gravity” touchpoints, and “high gravity” touchpoints. So, all of the ones,
here, over on the left, they are, indeed, interactions
with your brand, but they’re often fleeting, and not really going to hold someone’s
attention for too long. Move over to the high
gravity side, where you have your store, you have your
email, your Facebook pages. These are things that
people can hold on to, and be in constant
communication with your brand. These are the things that
will have high gravity and will pull them towards your
brand, and hold them there. Let’s take a look at an
example of a customer journey through the brand touchpoints. So, if you see here, we’re going from the low gravity, over to the high gravity, and this is the example
journey of this customer. So, they’ve seen a TV advertisement. We’ll just put your brand
into their radar space. Then they’ve seen a printed ad, there, and they can, maybe, remember
seeing the TV advert, as well, so it’s got them curious. Maybe they’re thinking about
your product or service. Maybe they’re ready to buy there and then, but maybe they’re ready to buy in the not-too-distant future, so what they do, is they then hop over to your website, to check
you out a little bit more. Maybe you’re providing all of the right information for them. They’ve got questions,
you’re answering them, enough so that they then
hop onto your store page, or, maybe, they get in the
car, and they drive down to a bricks and mortar
premises that you have. In that store, they
then purchase a product, and from that product, they may, then, be invited to download a mobile app, which could, maybe, help
them track delivery, give them further
information on the product, which they’ve ordered, or it might be that it’s a digital product, and it allows them to get upgrades and more information, that way. Inside that mobile app, there’s a link, through to a community page. Now, that may be a Facebook
group or another online system, such as Slack, where the
customer can interact with you on a daily basis, and
you, more importantly, can interact with them,
giving them brand messaging, brand offers, and things like that. By getting your customer
to follow this journey, going from the TV spot, for example, all the way through to
being a community member, if they make it this far, the chances are, they’ve become a brand advocate, and what they’re going to do
is at any given opportunity, they’re going to sing the
praises of your brand. So, that’s my really quick
overview of brand touchpoints. I hope it gives you enough information, so that when someone mentions it, you have an idea of what it
is they’re talking about. And as I said earlier, a brand touchpoint is simply where people
interact with your brand, whether they’re speaking
to you on the telephone, whether they’re visiting you in a shop, whether they’re reading an email from you. Any of these interactions
are brand touchpoints. Thanks for watching the video. I hope you learned from it. If you have, please give
the video a thumbs up. It really helps. Subscribe to the channel
if you haven’t already, and please share the video with someone that you think may find this useful. Until I see you next time,
folks, stay creative.

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