If you've ever been to a restaurant with a great ambiance, friendly staff, and delicious food, only to have the experience ruined by a dirty bathroom, you know the power of touchpoints. A brand touchpoint is any interaction between a customer and a brand - from a social media post to a physical storefront. Creating a seamless brand experience: consistency across these touchpoints can make or break a customer's perception of your brand.
Here are a few reasons why consistency is key when it comes to brand touchpoints:
Consistency builds trust
Imagine going to a website with different logos on every page or a social media account that used different fonts and colors for every post. You might start to question whether the account or website is legitimate. Consistency helps customers feel confident that they're dealing with a professional and trustworthy brand.
Consistency reinforces your brand values
If your brand is known for being eco-friendly and sustainable, but your physical storefront is littered with single-use plastics, customers will start to doubt your commitment to your values. Consistency across touchpoints shows that your brand is authentic and true to its mission.
Consistency creates a cohesive experience
When all of your touchpoints align, customers can more easily understand your brand's story and values. This creates a seamless and enjoyable experience for them, which can lead to greater loyalty and advocacy.
To illustrate the importance of consistency across touchpoints, let's take a look at a few real-world examples:
Case Study #1: Apple
Apple is known for its sleek, minimalist design and user-friendly products. This consistency extends to all of its touchpoints - from its website to its physical stores. Whether you're browsing their website or using one of their products, you can expect a cohesive and seamless experience that reinforces their brand values.
Case Study #2: Nike
Nike is another brand that has nailed consistency across touchpoints. From its website to its Instagram account to their physical stores, Nike's branding is consistent and instantly recognizable. This consistency helps reinforce the brand's message of empowerment and inspires customer loyalty.
While some brands have mastered consistency, others have fallen short. Let's take a look at a real-world example of a brand with inconsistent touchpoints:
Case Study #3: A Brand with Inconsistent Messaging
Imagine a brand that touts its commitment to sustainability on its website, but shares posts on social media that promote fast fashion. This inconsistency can be confusing for customers and erode trust in the brand. When it comes to touchpoints, it's important to ensure that all messaging and values are aligned.
So how can you create a consistent approach to your brand's touchpoints? Here are a few tips:
Use consistent fonts, colors, and imagery across all touchpoints
Ensure that messaging and values are aligned across all channels
Train all staff on the brand's mission and values to ensure consistency across physical touchpoints
Creating a consistent approach to your brand's touchpoints will build trust, reinforce your brand values, and create a cohesive experience for your customers. So look at your touchpoints and ensure they align with your brand's goals and values. Your customers will thank you for it!
Did you know that Stella Web Design partners with female entrepreneurs to make sure their brands are thriving!? Yup. Blair Enns once said that you can't read the label from inside the jar. Meaning, having others' experiences and interpretations can help you see more clearly, specifically regarding things you are closely enmeshed in. So it is with our own brand babies as well as countless other examples in everyday life.
My job is to hear what you're passionate about, who you want to serve, what success means to you, and why all of the above is important. I nerd out on researching and analyzing data, while also having an empathetic ear. If a partnership like this sounds like something that your business would benefit from, and you're ready to feel confident in all your brand touchpoints, let's connect and find out if we are a good fit!
cover image credit: https://unsplash.com/@jesusance