There are a variety of ways that our brand reaches out to our prospective clients. These touchpoints help to develop our relationship and influence current and prospective clients on how they view and feel about our company or organization. We are not able to control all of these points, however those we can we need to be proactively monitored and managed.
Some touchpoint for a brand are what some consider to be "the brand" the logo, the stationary, the signage. True these are all elements of the brand but there so many other ways in which we reach out to our current and prospective clients: products, social media, news stories, videos, person-to-person interactions, events, sponsorship, websites, and print materials to name a few.
As I mentioned the last post, the receptionist for your organization is the first person to person touch that someone may have, and this can either be a strong positive moment or detrimental to how you want your organization and your brand perceived. Personal experiences can be somewhat controlled through training and policy, but people are people and they don't always do what we, or the organization, would like so you may need to have a damage control plan in place to help make sure that you can turn a negative experience back into a positive one.
The exposure doesn't stop there it's in the marketing materials that you create and send out, the Twitter feed, Facebook page, your Instagram - and all your social media. You need to be aware of the tone of the conversations that are being had in these outlets so that you may support the positive and do damage control if something negative goes out. Remember you have control of YOUR accounts but the rest of the world gets to comment and hashtag about you to their heart's content. So your goal is to make sure what's trending about your organization is in alignment with your brand and company values. The best plan is to have happy clients, and employees, adhere to your organization values and not get associated with anything that could be negative, but if you're unable to make that utopian concept a reality, have a damage control plan to help mitigate any situation that may arise.
The thing that I want you take away from today's post is that your brand is more than a graphic, a logo, a set of colors. It's the people, the experiences, and the perception of who your organization is. It's not all in your control, but what you can do is make sure that where you come in contact with people in general that you are keeping those interactions in alignment with how your organization wants to be seen, It's the accumulation of all those, sometime insignificant, moments that will create the public's perception. Wonderful graphics, images, and whole new re-branding campaign are pointless if your product doesn't do what it's suppose to, your sale people are rude, or no one returns a phone call.