Part 2 in our series on branding
Your Brand’s Touch Points
In our previous blog post, we used Yahoo’s recent promotion of a new logo every day for thirty days as a springboard to talk about what rebranding is, and what it isn’t. This kicked off a series of ZUZA Marketer’s blog posts on rebranding.
In that post, we also took a step back and talked about what “brand” is. Brand is the relationship users have with your company and its products and services. It is the aggregate of every experience users have ever had with your company. It is no different than the relationship you have with family members and friends. These relationships are mutually beneficial, pleasurable, and consistent, or you wouldn’t have them. Relationships with brands are exactly the same.
Consistency is key. The less consistent the customer experience is across your brand touch points and over time, the less able your customers are to trust your brand. Quite simply, they just don’t know what to expect if the experience keeps changing, and we all like to know exactly what to expect, each and every time. It’s the way we humans are wired.
Better still, the experience should be consistently great.
We thought it would be helpful to illustrate this concept with an infographic. Since a picture’s worth a thousand words, we’ll let the image below do the rest of the talking for this blog post.
(Feel free to click on the image to download a full-resolution PDF of this Brand Touchpoints infographic.)
Here’s to the Marketing Champion in all of us. See you in the next post.