Using Touch-Points to Build Brand Awareness
Do you know what a touch-points is?
Do you know the touch-points for your business?
Well, if you can't answer yes to both questions then this article is for you.
A touch-point is a connection between a business and consumers and each one communicates something about the company. The combined and cumulative effect if every touch-point delivers the same consistent positive impression can have a powerful and long lasting effect on the recognition and awareness of a brand.
While some touch-points are easy to recognise like - a website, Facebook page, letter head or advertising; others are less obvious. Although less obvious it doesn’t make them less important. This means - the layout and font used in company documents, the signature panel on emails and the after-hours message on the telephone answering machine are equally important.
Two proven marketing principles provide the reasoning and logic that supports the concept.
1. A consistent brand message
Increases affinity and the likelihood that consumers will recognise the brand.
2. The frequency of the brand message
The more often it's seen increases the likelihood of brand recall.
Putting aside the benefits to recognition and recall, the cumulative effect if every touch-point delivers the same consistent positive impression can dramatically increase sales efficiency along with the strength and $ value of your brand.
A BRAND AUDIT
A business can have anywhere from 10 to 100+ touch-points. The first step is to find them. This will require the concerted effort of a brand audit; to identify them all and obtain a sample of each one. That’s the easy part.
The real challenge is how to engineer every one of them to deliver as best as possible the same consistent and positive impression; one that engages the audience and is likely to be remembered. This takes unique insight, skill and lateral thinking.
BUT THERE’S MORE....
The focus so far has been on visual images and the human sense of sight. But, what if you extend the brand experience beyond what consumers can see and start using the other four senses - hearing, taste, smell and touch. Well you might be surprised to learn this phenomenon has already started. Companies of all sizes across a range of different industries have realised that by extending the brand experience to involve other senses allows them to differentiate and build stronger connections with their customers. Car manufacturers are engineering the ‘thump’ sound of closing doors, boutique hotels are developing their own lines of home furnishings and therapists are introducing their own beauty products.
1. The ability to change tact and to make decision quickly gives a small business a clear advantage over a big one.
2. The best outcomes are realised when you have internal brand champions rather than external brand police.