The term ‘brand contact’ refers to any information-bearing experience the customer, or prospective customer, has with the brand, the category of product, or the market which relates to the digital marketer’s product or service.
Also called a ‘brand touchpoint’, these are normally crafted as well as constructed by the brand for the purpose of engaging their customers thereby giving them the best brand experience they could possibly have.
The purpose of brand contact is to achieve an integral brand identity, which is a state in which all of the touchpoints – between a brand as well as its target audiences – get across what the brand represents.
Why integrate points of brand contact?
The combination of a brand’s points of contact makes sure that the brand acts in a meaningful way, that it is steady in the delivery of its promise as well as that it grows into an attractive, dependable and trustworthy brand.
The value as well as intent of brand contact management is generally understood in the modern-day branding community. It, however, remains an company challenge to implement it to its full effect brand and marketing managers battle to find an efficient vehicle through which to direct, guide as well as implement the brand identity.
Touchpoints or contact points can be as tangible as product packaging or as abstract as social conversations. Knowing your brand’s unique selling proposition (USP), in addition to the characteristics and habits of your target audience, will assist you with defining your brand’s unique touchpoints.