What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video I'm going to show you 21 touchpoint
examples within your customer journey map so you can plan the experience
that you take your audience on and influence their perceptions
with every interaction.
now if you're new to the channel and you want to build brands with strategy
psychology and creative thinking then you are in the right place make
sure you hit that subscribe button and the notification bell and you will be
well on your way now the old way of thinking about branding was all about
visuals it was all about the logo the website the look and feel but the
new way of thinking about branding is all about
strategy it's all about understanding who the audience is
and mapping out their journey mapping out each and every touch point
so you can shape the experience that you want to take
that customer on and that is what mapping your customer journey is all
about it's a about identifying the individual
touch points that they will come across and then shaping the experience around
those individual touch points so you can stake a claim for the
position that you want to own in their mind now the entire journey is
the overall brand experience but each and
every one of those touch points is another opportunity to shape their
perceptions it's another opportunity to give them an experience
that will align your brand with an idea that you want to own
in their mind now the brand strategy maps out a plan for brand expression and
that will include the personality the tone of voice
the look and feel the messages the stories
the language profiles so all of these elements are defined within the brand
strategy but each and every touch point is an opportunity
to express the brand so in this video I'm going to give you 21 examples of
touch points that can be used as tools of expression and tools to
shape the perceptions of your audience's mind number one
advertisements so here we're talking about Google
Facebook traditional advertising print advertising radio
advertising number two social posts so what content
are you going to be posting what messages are you going to be sending out
what images are you going to be using number three
social engagement so who are you going to be engaging with
on social what are you going to be talking about will you use
emojis or will you use formal language number four video so what's your video
going to be about is it going to be self-help is it going to be about
entertainment are you going to have talking head video
if so who's going to be in those videos or is
it going to be more presentation style with
voice over or high production value with b-roll
number five mobile so where are your audience
when they're on their mobile are they on the bus are they on the train are they
at lunch how long do they have and what do they
want in that moment number six word of mouth so you can
influence what others say about you if you take the
time to shape that experience so for example
Tesla give their customers a test drive and
the instructor will take them to a place where they do
what's called a launch and that is where they put their foot
down to the floor and they really feel the power of the
Tesla car and what they do when they go away is they talk to other people
about that experience number seven your website
so what's the user experience like is it easy to navigate
what about the user interface is it easy on the eye
and have you designed the site to communicate the characteristics that
you've defined within your strategy number eight podcasts so what is the
nature of your show what are you going to be talking about are you going to
deliver short episodes that are loaded with
value or are they going to be more casual chats with guests what is it that
your audience wants number nine your environment so here I'm
talking about your shop or your stand or some kind of physical
environment that your brand is represented in so how
is that going to be designed what is the feeling
of that environment is there a certain smell or
is there a certain experience involved number 10
packaging so what does your packaging look like what does it feel like
when you pick it up how heavy is it what's the texture like
and is there a point of interest within the packaging itself and what is the
messaging on that packaging number 11 direct mail
so are you sending out content physically
are you sending out a simple DL flyer or are you sending out a glossy
brochure number 12 lead magnets so what are your
lead magnets like are they actionable are they going
to solve an actual problem that your audience has and how they're
going to feel after using the lead magnet are they
going to feel like they really got value when they really solved a problem or
is it going to leave them feeling like they need more number 13
emails so how often are your emails going out are they really giving value
or are they asking for a sale or is there a balance between
giving value and asking for the sale and if so what is that balance
are the emails controversial are the emails conversational
are they funny are they informative or are they anecdotal
number 14 blog posts so are your blog posts
addressing a topic that they're concerned about or
are they skimming over them are they getting down into the nitty-gritty what
is the nature of your blog post and is it going into a lot of detail
number 15 business cards so are your business
cards part of the overall experience are you using a
certain stock is it gloss or is it matte what about the
print finish is there a foil finish or is it embossed
number 16 invoices and proposals so how are your
customers and prospects receiving their proposals
and their invoices is it digital is it physical is there a
thank you message attached to it or is it automated number
17 your discovery and your consultation
calls so who's going to chair these meetings how are the meetings
going to be set up what is that experience like
and what questions are going to be asked within this meeting
number 18 workshops so what is the booking
experience like for these workshops is the workshop going to be
in person face-to-face is it going to be more remote
and through a digital environment like Zoom and are there going to be exercises
are those exercises going to be fun or are they going to be formal
number 19 webinars so are you producing webinars and if so are they live or are
they pre-recorded are they interactive where you're asking
for feedback or are they broken up into a series
where they're delivered over time through a series of emails
number 20 deliverables so what are your deliverables for the
client and how are you delivering those how are you physically delivering them
how are you digitally delivering them are they physical or are they digital
are they simple emails or do you sit down and do you do a
presentation to reveal those deliverables and number 21
customer support so do you have outgoing support maybe
this is in the form of email do you have inbound support maybe
you have phone or maybe you have a chat service
what does your customer support experience
look and feel like now remember before defining
each one of the touch points and each experience within
each one of the touch points you need to define the overall experience what is
the overall experience that you want to take
your customers on when you know that that's when you can start
to shape the individual touch points but if
anyone was in doubt that a brand needs a strategy then all they need to do is
look at modern brands today and how many touch
points they have if you don't take the time to map out
that journey that your customer goes on if you don't take the time to
identify the individual touch points and then
design an experience around those individual touch points
that is in line with the position that you want to own
in the mind of your audience well then you are not branding you are not
strategically branding and you're not doing everything you can
to shape your audience's perceptions and that at the end of the day is what
branding is all about it's all about shaping the perceptions of your audience
so that they feel compelled to do business with your brand
but i'd love to hand it back over to you i'd love to hear what your experiences
are do you have more touch points than i've covered
within this video here if so what are those touch points and have you
taken the time to develop out the experience of those touch
points I'd love to hear from you in the comments below if you have any questions
or challenges around mapping out your customer journey or
defining the touch points of your brand then let me know in the comments below
I'll do my best to answer all of those if you like this video give it a thumbs up
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that will get you going with brand strategy and building brands
and brand strategies from scratch but as I said I would love
to hear from you about your experiences about your challenges I'll do my best to
answer all of those until next time brand like a master and
I will see you in the next video!