Messages That Matter
In an exercise in taking my own advice, I’m
A trendy term tossed around marketing circles is “touch point” which is mentioned in Dale Partridge’s excellent article on branding that I shared previously. Simply put, a touch point is every point in the customer/donor/employee process where those individuals interact with the company or organization. For example: Touch points for a small business could be a newspaper/TV/radio or online ad. A catalog, printed or digital, is another touch point. The process of making a donation and receiving an acknowledgement letter are a couple of touch points for non-profits. For your employees, touch points are the interview, hiring, training, performance evaluation, payroll and benefits processes.
No matter how small your business or organization is, it is a system that needs to be analyzed and reviewed frequently. You may find that your advertising and social media presence are effective, but customers are frustrated by the lack of parking near your store, or the online catalog that frequently times out before a sale is completed. Maybe your non-profit does a great job of quickly processing financial gifts, but it takes too long for acknowledgement letters to go out for in-kind donations. For your staff, maybe a failing touch point is in training or performance evaluations.
It’s easy to see that there are dozens of touch points that can impact your business/organization’s brand. As you gather data and feedback from customers/donors and staff, and make improvements, your brand will begin to stand out among your competitors.
If you need some assistance on finding out what your brand really is, give me a call. I’d love to help.