Touchpoints All Around

by | Apr 21, 2018

Getting Intouch With Customers

While building and focusing on your brand, one part to keep in mind is the concept of touchpoints. Brand touchpoints include the people, places, or items that enable communication between your brand and your customers or potential customers. Touchpoints can involve both tangible items and intangibles. Tangible items are things such as packaging, buildings, business cards, or invoices—things that you can touch. Intangibles are the items that you cannot touch such as UX, trademarks, emails, brand names, logos, graphics, colors, and more.

Expanding your brand effectively involves many aspects. Having control of your touchpoints and potential future touchpoints can help you shape and mold your brand. Where your brand can benefit is knowing potential touchpoints and then focusing on how you’re going to utilize, improve, and act upon the ones that will help you the most. One area that helps the most is understanding your brand’s unique selling proposition (USP). Knowing your brand’s USP, as well as the characteristics and habits of your target audience, will help you to define your brand’s unique touchpoints.

The problem for many entrepreneurs (and even large companies) is knowing which touchpoints they have or which ones they could use. Below we have provided a list of over 90 touchpoints that a business might consider or develop.

Touchpoints

  • Advertising–Billboards
  • Advertising–Outdoor
  • Advertising–Print
  • Advertising–Radio
  • Advertising–Television
  • Advertising–Web
  • Advertising–Other
  • Annual Reports
  • Apps
  • Banners
  • Billing
  • Blogs
  • Brand Identity – Colors, Logo, graphics, etc.
  • Brochures
  • Buildings
  • Business Cards
  • Business Forms
  • Call Centers
  • Catalogs
  • Collateral Dispensers
  • Community Affairs
  • Community Involvement
  • Customer Services
  • Direct Mail
  • Direct Marketing
  • Earnings releases
  • Emails
  • Employees
  • Environments
  • Estimates
  • Events
  • Executive Speeches
  • Exhibits
  • Experiences
  • Faxes
  • Flat Mail
  • Follow Ups
  • Invoices
  • Kiosks
  • Launches
  • Letterheads
  • Marketing
  • Marketing Emails
  • Mobile – Applications
  • Mobile – Instant Messaging
  • Mobile – Live Chat
  • Mobile – Web
  • Mobile – Other
  • Networking
  • Newsletters
  • Online Help Center
  • Packaging Design
  • Packaging Materials
  • Patents
  • Podcasts
  • Point of Sale
  • Posters
  • Presentations
  • Press Events
  • Press Kits
  • Press Releases
  • Products
  • Promotions
  • Proposals
  • Public Relations
  • Publications
  • Quotes
  • Ratings and Reviews
  • Reciept
  • Recruiting
  • Sales Promotion
  • Sales Team
  • Search Marketing
  • Service Centers
  • Services
  • Show Rooms
  • Signage
  • Social Media
  • Social Networks
  • Speeches
  • Staff
  • Support Teams
  • Surveys
  • Telemarketing
  • Tent Cards
  • Testimonials
  • Thank-you Cards
  • Trade Show
  • Trade Show–Graphics
  • Trade Show–Staff
  • Trademarks
  • Transactional Emails
  • UX
  • UI
  • Vehicles
  • Videos
  • Vlog(s)
  • Voicemails

A couple of important things to remember when it comes to touchpoints. First is that the list of potential touchpoints is an ever changing and growing list. Keep in mind that some items that appear on the list might not apply to your brand. There may be touchpoints that you are using that are not listed, which is fine. To try and tackle all the touchpoints at one time will be too daunting for any brand. It is best to go through the list, identify your top ten touchpoints, and focus on how you are implementing them now and how that implementation can be improved. Create milestones for changes, forecast costs associated with changes, and the prioritize what you want to accomplish.

Terms Used:

Brand Touchpoints: The various methods in which a brand interacts with others. Touchpoints include the people, places, or items that enable communication between your brand and customers and potential customers.

Tangibles: Items capable of being able to be touched. Tangible assets may include: packaging, buildings, business cards, or invoices, and more.

Intangibles: Items that you cannot touch such as UX, UI, trademarks, emails, brand names, logos, graphics, colors, and more.

Unique Selling Proposition (USP):The driving competitive advantage, it is associated with what your brand stands for. Similar to “Value Proposition” and “Brand Promise.”

UX: Short for user experience, relates to the overall experience a user has through a touchpoint. UX is typically used when referring to online touchpoints, such as a website or a mobile app.

UI: Short for User Interface, relates to the means by which the user and a computer system interact.

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