In the very early phases of working with clients during brand strategy, we cover something our industry refers to as brand touchpoints. Simply put, a brand touchpoint is any interaction or communication made between a brand and its customers. In order to craft an elevated and memorable brand, these brand touchpoints are carefully constructed and considered by the brand in order to expertly engage with the customers and provide the best brand experience possible.
Today we will be looking at thirteen examples of brand touchpoints you may want to consider for your brand and also look at five steps we recommend to getting your brand touchpoints right.
Your website is your online home for your brand. It needs to be welcoming, well-designed, and beautifully executed. Think of it as your 24/7 concierge– it needs to offer clients direction, greet them, and set the tone for everything your brand has to offer. Even if you have a physical location, your website is often the first experience someone has with your brand, so make sure your first impression is one that truly represents your brand well.
For interior designers who have a brick and mortar location, a storefront is a huge branding opportunity. This store needs to echo your brand experience, style, and feel. You’ll want it to be beautifully furnished, expertly planned, and create a good flow throughout the store that brings your customer through the story you want them to see.
Storefronts are an excellent opportunity to create special moments like Instagram-able spots, branded scents, beautiful stationery, bags, tissue paper, signage and more.
Social media offers you a rare opportunity to build trust and create loyalty through building a relationship with your content. We advise our clients to create content that solves a problem and opens your client’s eyes to concepts and thoughts they may not have realized prior. Neglecting your social media will be a define detriment to your business, as your competitors who do, will be winning every time.
Your social media should also present a consistent look and feel to the rest of your brand. You’ll want to use the same fonts, colors, textures, and tone as you do for all other touchpoints.
Advertising is a wonderful way to get your brand in front of new audiences and to expand your reach. Since this is the first interaction many will be having with your brand, it is important to set the tone and always remain consistent with your branding by using your brand colors, fonts, and logos.
Stationery and packaging is an often overlooked area where you can truly shine as an interior designer. Creating an elevated experience with your services and sending over custom branded (and handwritten) thank you notes will truly have you standing out from your competition. Also you can create custom branded client welcome packages with custom tissue paper, stickers, boxes, and more. Use your creativity to shine here!
Email campaigns don’t have to be boring! Those old 1990 black and white, Times New Roman, font-heavy emails are a thing of the past. Now with services like Flodesk, you can create beautiful, branded, and fun emails that keep your clients wanting more.
Creating a space online for potential clients or current clients to gather is an amazing way to build loyalty and trust. Many service providers are choosing to create Facebook groups and other forum type groups as a way to have a more intimate relationship with potential clients. For these groups, you’ll want to make sure your group cover image is on brand as well as your social posts within the group.
Creating an online course is an amazing way to serve clients who may not be ready or able to pay for your one on one services (plus it gives you a great passive income opportunity). When creating your course, you’ll want to make sure that not only is the course dashboard branded, but so are your slides, your shooting location, your outfit, and all your promotional material surrounding the course.
We recommend that all our clients have some form of a free download on their website, since it is an excellent way to build your email list. Just like all other items, you’ll want to make sure this download, the emails and the landing page are all on brand.
This is one of my FAVORITE things to help our interior design clients with. We love creating beautiful and on-brand client experience documents such as pricing guides, client welcome magazines, and client goodbye packages. These are often documents that our clients don’t have and have been doing manually for many years. By creating these documents, they are able to save so much time and impress the heck out of their clients!
Client moodboards, lookbooks, brochures, and more are excellent opportunities to brand your business and truly elevate the experience. Reconsider what the presentation could look like and what that would make your client feel like.
Invoicing and contracts are really overlooked opportunities for elevating the client experience and adding in a touch of branding. Since invoices and contracts are often one of the first interactions a new client is having after signing, you really want to ensure a beautiful experience and taking the time to explore how to make this better for the client.
There are so many ways to add extra elements to spice up your brand such as custom icons, custom illustrations, social media templates, and more. The opportunities are endless!
Is your brand hitting some of these touchpoints? Are there some you hadn’t considered before? Let us know in the comments below.
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