Considering customer touch points: The many expressions of a brand identity

Published on by Jorunn Aasen

I recently had to choose a daycare for my daughter, and I was overwhelmed by the many options. Some were clearly not for me, while others were certainly viable options. From this experience I learned that, in a world of many choices, it’s important to pay attention to how customer touchpoints, and brand identity, can play a role in impacting a customer's decision.

When visiting several daycare centers, I formed an immediate opinion based on exterior appearances. Was the building well maintained? Was it easy to find? Was it clean? If the answer was yes, I went inside. My first impression was so powerful, it would determine whether I went inside or moved on. I had limited time, as do many new working moms, so why bother with the centers that couldn’t keep up the building? If the outside was a mess, how well were they able to maintain the classroom and keep it sanitary?

When I went inside the centers that appeared promising, I received a lot of paperwork – a business card, forms, and flyers. Sometimes I even received a folder to hold everything. The centers that provided materials in a well contained “kit” showed strong organization and communication skills – two important considerations for a parent seeking child care.

Throughout this process, I realized how each of these touchpoints shaped my impression of each place. The centers that had well maintained buildings, clean rooms, and clear signage gave the impression that they were organized and prepared. The more consistent the look and feel of the materials they provided, the more I trusted their ability to provide the best quality care. And the more the staff took the time to get to know me and make sure my questions were answered, the more comfortable I felt.

Clear, consistent branding provides a big opportunity for companies to win business. It’s what a business stands for, the backbone of all they do. If a daycare center’s mission is to provide quality child care, consider how many (often overlooked) opportunities there are to reinforce this message. Put yourself in the shoes of your customer, ask yourself how it feels. How does your business stand apart from the competition? What could you do better?

Below is a list of customer touchpoints that will shape your identity in the eyes of your customers. The more strategic, consistent, and positive each of these interactions is, the stronger your brand identity can be. None of these items require a sales person, yet they’ll directly impact the sale. They weave a web of experiences, opportunities to impress and sell your customers, until they’re ultimately sold.

I did find a daycare after all, and after considering many brand touchpoints – calls, visits, papers, and questions – I am certain I’ve found the right fit. The takeaway is clear: every expression of your brand identity matters.

Have you considered how your brand identity might translate to each of these customer touchpoints?

  • Website
  • Email templates & signatures
  • Business cards
  • Letterhead, envelopes, and mailing labels
  • Presentation & proposal templates
  • Signage
  • Uniforms
  • Promotional items
  • Phone greeting
  • Voicemail message