Do Your Branded Customer Touchpoints Have a Negative or Positive Impact?
Every connection and interaction you have with a customer has an impact. And investing in consistent branded customer touchpoints that amplify your brand is crucial to building a strong brand that customers will love and keep coming back to. This creates the brand loyalty every company wants and needs to succeed.
What are Branded Customer Touchpoints?
Branded customer touchpoints refer to how a customer (or potential customer) interacts with a brand, whether online or offline. These interactions span a wide range, from your signage, an in-store greeting, your website and emails, and customer service — to touch on just a few. Most brands have over 100 different brand touchpoints. And every one of these touchpoints presents an opportunity to create a positive or negative brand experience — which can help build brand loyalty and increase customer retention — or have the opposite effect.
Why are Branded Customer Touchpoints important?
Branded customer touchpoints are essential for several reasons. The more obvious — they help create a consistent and cohesive brand message and identity, which helps build brand recognition and awareness. Additionally, they offer businesses an opportunity to differentiate themselves from their competitors. Finally, branded customer touchpoints help build customer loyalty by creating a positive brand experience and reinforcing the brand's values and mission.
Examples of companies doing a good job with their touchpoints.
Peloton is a fitness brand that has become known for its high-tech exercise equipment and engaging online classes. They use consistent branding across all touchpoints, including their website, social media channels, and product packaging. However, when it comes to their customer service, many customers complain about having issues with canceling their subscriptions. To maintain that high-tech, positive experience, they should have an easy-to-use, frictionless cancellation system.
Glossier is a beauty brand that has become known for its minimalist, Instagram-worthy aesthetic. They use consistent branding across all touchpoints, including their product packaging, social media channels, and in-store displays. Their marketing emails are clean and direct to the point. And their staff is friendly and knowledgeable. Keeping that brand experience elevated from start to finish.
Bonobos is a men's clothing company that has built a strong brand with high-quality, stylish products and impeccable customer service. Not only do they use consistent branding across all touchpoints, but their customers enjoy a friendly and knowledgeable staff that makes them feel taken care of. Plus, what they call “ninja customer service” for their online stores. All of this is contributing to their exponential growth, largely via word of mouth.
Branded customer touchpoints are crucial for building a strong brand identity and creating a positive customer experience. Ensuring consistency across all touchpoints can create a unique and memorable brand experience that sticks with your audience for the long term.
So, whether designing a new website, developing a new product, or creating your unboxing experience, keeping your brand consistent across all touchpoints is essential to building brand loyalty and driving growth.
Read Next — Examples of Poor Customer Touchpoints and What to Do Instead
Coming soon — How to conduct your customer touchpoint audit.
