Customers interact with your brand in a number of ways. Find out how to take full advantage of these touchpoint opportunities throughout the entire the buying process.
Whenever marketing experts talk about branding, they often refer to touchpoint opportunities — the moments where customers and the outside world interact directly with any element of your business. These moments can occur before, during and following a sale, and take a number of forms. Each interaction is actually invaluable for developing loyalty and generating word of mouth marketing traffic (and sales) for your shop. Branding may feel like the abstract idea, but by homing in with your most influential touchpoints, you’ll have the capacity to deliver on your brand promise from start to finish.
Humans have a tendency to personify things. Branding is, fundamentally, all about taking control of their perception, and actively shaping what individuals view as your business’s personality.
As you set out to define your brand promise and the impact of your various touchpoints, ask yourself: Just what value am I giving to my audience through my product? What exclusive attributes (service, quality, experience, etc. ) set my brand independent of the competition? How do I need customers to feel after reaching my business? The culmination of your responses to these questions constitutes your brand promise, and should set expectations available for you and your customers regarding your relationship.
Once you know what you’re promising to offer, you can carry out concrete strategies at every one of your touchpoint options, and measure their impact with time. Below are several universal touchpoints to help you get started.
What voice and tone do you use when communicating your brand?
Your tone of voice used to communicate to customers need to apply to each and every element of copy linked to your business, together with your About Page, product descriptions and correspondence with vendors and customers alike.
There’s no right or even completely wrong method of do this, but make sure how and what you’re saying actually leaves an impression consistent with your brand promise.
It’s not an matter of being something you’re not! It’s about concentrating on different parts of yourself to complement your personality to that of your brand respectably.
How can you go above and beyond in your direct interactions with customers?
Customer service is one of the most immediate and personal touchpoints of your brand and should be handled as such! Regular status updates, fast responses and consistency in social media can leave lasting impressions on your customers that translates into repeat sales!
If something goes wrong in a sale, you should go over the top to make it right.
Make it a priority to ensure they evoke positive feelings from buyers every time they interact with your product, even if that means replacing something that arrived damaged in the mail!
Can customers clearly and consistently understand your brand values through your visual assets?
Your shops graphics can make or break how your business is perceived, they either legitimise your brand’s values or leave your customers confused and disinterested. Your visual identity should be clear, cohesive and concise.
Your visual collateral includes all photography, logos and branded materials you share publicly. This consistency can be as simple as implementing a well-chosen font, backdrop for your photographs and a colour pallet used throughout your visual touchpoints.
How does your customers feel when they pick up or receive your goods?
Your packaging doesn’t have to be fancy or over-the-top! But it should reflect your brands priorities! An example: an eco-friendly business might want to implement upcycled or recyclable materials to package their products to solidify those eco-friendly values.
Top it off with a stamp with your contact details and you might bring continuity to a buyer’s experience. You don’t need to relocate a big budget for packaging.
Try reflecting your brand image using simple materials like cloth bags, tissue paper and a sticker or recycled paper. If you put in a little extra effort in your packaging your customers will feel excited to receive the final product and be more inclined to come back for more!
Does your brand remain consistent and engaging in social media?
The idea that sharing is caring doesn’t just apply to primary school antics, the types and quality of your shop content you share one social media channels can have a big effect on how potential shoppers perceive your business.
It’s crucial to find a solid balance between grabbing potential customers attention and not being spammy with your self promotion!
By reflecting on your brand promise often, you can develop a unique social media persona that echoes the tone of your brand.
And finally! When creating your online shop, go above and beyond by creating a curated brand experience! Think about the path a customer has to go through when travelling through your shop, and as they move through each of your touchpoints listed above.
The goal with customer flow is to make the navigation experience between touchpoints as seamless as possible with your brand acting as the glue holding each element together!
You can do this by adding links to related products or categories within your item descriptions/product page. Create a frequently asked questions section and even including a photo of your packaging within your photo gallery of your products.