Starting a new year is a great time to check on the health of your brand. Have you built a strong brand by continuing to invest in it, communicating it consistently and effectively? Or are there holes in your branding strategy; a few missed opportunities to strengthen and build your brand? Use our helpful checklist below to find out.

There are a variety of ways you can care for and maintain your brand—one of which is checking that your various brand touch-points are being used effectively to communicate your brand, and that you’re communicating it consistently. Brand touch-points are all the various ways and means that internal and external audiences come in contact with your brand. To help you uncover whether you’re utilizing all the brand touch-points available to you, we’ve put together this helpful checklist. Go through it and ask yourself: is our brand image consistently communicated throughout each of these? If not, start working your brand identity into more of them. This is an important first step towards maintaining an effective brand. While not all of these brand touch-points will be relevant for your business, many will—and you can use this checklist as a starting point to uncover other brand touch-points specific to your company.

Brand Touch-point Checklist

  • Invoices
  • Web site
  • Microsites
  • Social Media sites
  • Letterhead/Stationery
  • Business cards
  • On-hold messaging
  • Voicemail message
  • Email signature
  • Inside/Outside signage
  • Print advertisements
  • Online advertisements
  • Apparel
  • Vehicle lettering
  • Thank-you cards
  • Print or online surveys
  • E-newsletters or printed newsletters
  • Direct mail pieces
  • Laptop bags
  • Pens
  • Other promotional items
  • Trade show booth
  • Elevator statement
  • Point of purchase materials
  • Product samples
  • Packaging
  • Employees
  • Coupons/Incentives
  • Collateral materials
  • Address labels
  • Public relations
  • PowerPoint presentations

 *Download a printable brand touch-point checklist here (PDF).

Make It Personal

Consider this checklist as a starting point to help you uncover your brand touch-points. What other touch-points are available to your business?  Consider all the ways your customers come into contact with your brand. What happens during the pre-purchase process? How do you generate customer demand; how to customers hear about you? Next, consider the purchase experience itself. How are your products or services sold? How do your customers use your products or services? Finally, think about the post-purchase process. How do you provide after-sales support? Do you follow up a sale with a thank-you call or a customer feedback survey? Each of these three processes—pre-purchase, purchase, and post-purchase—are opportunities to communicate your brand.

Internal Audiences Matter, Too

When conducting an analysis of your brand touch-points, don’t forget internal audiences. It’s important to communicate your brand inside the organization (this is called “inward marketing”) to ensure that your team can communicate your brand correctly and cohesively. Think about ways you communicate internally, like an intranet, and look for opportunities to promote your brand. Here’s a few communication opportunities: 

  • Intranet
  • Lunchrooms/Lounges
  • Inter-office memos
  • Special events and parties
  • Shared computers
  • Conference rooms
  • Employee newsletter
  • Social media sites
  • Internal wiki

Your brand is the promise you make to your customers; actively branding your company means working to communicate that promise—creating distinctive and durable perceptions in their minds about what your company stands for.  A strong brand will differentiate your company from the competition, earn a price premium, and encourage repeat business and referrals—so maintaining and caring for your brand is incredibly important. 

Want help developing, maintaining, or strengthening your brand? Contact the branding experts at AVS Group. We’ll help you uncover ways to build and improve your brand identity. Learn more about our branding services here. 

By: Sarah Arendt-Beyer
Posted in: Branding
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