Why brand touchpoints are so important for reaching your audience
Brand touchpoints represent every point of contact you have – digitally and in person – with your audience. It’s the gestures that go the extra mile and have the potential to add value and become more memorable.
There are 5 phases that a client or customer can go through on their journey working with your brand. Understanding each phase can help you uncover your business’ touchpoints and identify ways to improve the customer journey:
1. Awareness
How does your audience know you exist? This is your opportunity to reach out and let people know who you are. It seems obvious, but so many creatives forget this part and it’s one of the most important.
2. Discovery
Where can your audience discover more about you? Diversifying the places you are seen gives your audience a greater chance of finding you. Plus it can elevate your brand’s position by aligning with likeminded brands and their values.
3. Engagement
How can you help your audience decide to work with you or buy your products? This phase is all about confirming trust in you, your brand, your services and your products.
4. Service
Once your client is on board, or a customer has bought your product, how can you enhance their experience? It’s all about making them fall in love with your brand so they keep coming back again.
5. Referral
How can your client or customer become your brand’s greatest advocate? A true fan always refers you to others, so think about ways you can nourish the relationship.
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