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.
List all your brand contact points
Make a note of all of those touchpoints that you know exist. These might include the supermarket, radio ads, your salespeople in addition to social media. List all the touchpoints your brand marketing strategy should be utilising and what you’re missing out on. Perhaps your brand isn’t fully engaged in Internet search, maybe you could be using more personal branding in the social media realm or possibly more word-of-mouth advertising during networking events.
Name your brand’s most valuable touchpoints. This will require an analysis of data analysis in order to follow the progress of every sale, from contact to conversion:
- Which touchpoints are the most often present?
- Which ones advance your clients through your sales funnel the quickest?
Once you have ear-marked these touchpoints, take advantage of them. Go over every touchpoint with a fine-tooth comb in order to maximise the reach as well as effectiveness of each one:
- Do all of them produce notable ROI?
- If not, how can they be improved?
- Are they worth keeping?
Define the main function of each touchpoint. This involves knowing – at what point in the brand experience – each touchpoint becomes crucial.
- Is the touchpoint most advantageous during initial contact when conveying a value proposition or developing client loyalty?
Determine what can be done in order to customise each touchpoint to that targeted client experience. Do all that you can to identify the dynamics that exist among the touchpoints:
- How does each one relate to, or benefit, the others?
- Are there some touchpoints that interfere with the effectiveness of others?
- Is there one brand contact that cannot exist, successfully, without another?
Make use of this information in order to create a plan for not only making contact but, in addition to, walking future clients through your brand experience.
Want to learn more regarding the ins and outs of brand touchpoints? If so, then you really need to do a Brand Management like the one that we offer. For more information, please follow this link.
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