Brand Touchpoints: what they are & why you need them

Let’s demystify the jargon and get straight to the sharp end: the point of building a brand is to create relationships with your customers in a way that consistently keeps you on their radar and gets a better return on your marketing budget! 

So, there’s your brand – which we can help you to build, pivot, redefine, refresh and transform – and there are all the places where your brand meets your customers: the brand touchpoints. 

If you work in marketing, you’ll  know all about brand touchpoints. If you don’t, let us explain…

Brand touchpoints are simply all the places your business meets and interacts with your customer.

That’s your website. A brochure. Your logo. A point of sale (POS) sign or a 48-sheet poster. A google ad or a social media post. Collectively, this is your brand collateral.

If you’re really smart about customer brand touchpoints, you’ll also have all of these organised in a way that correlates with your customer journey, from initial awareness to post-purchase engagement, tailoring your messaging accordingly at every stage. 

Clear so far? 

Where brand touchpoints get more complicated is knowing which ones you need and which you don’t. And to do that you need to know where your customers are, how they behave, what they want and how they want to hear about it.

That’s always what we consider first and foremost when developing your brand design, then we select and design for the media that they engage with the most.

Because there’s no point marketing to Gen Z on Facebook. Or trying to talk to boomers on TikTok. A TV ad can be great for brand recognition, but who is it really targeting? And if yours is a business-to-business audience, where do they hang out and how can you engage with them in a way that is professional but not off-putting?  

So, while it may seem straightforward, the truth is that effectively managing these brand touchpoints requires a strategic blend of creativity, design, and digital expertise.

Let’s dig into the nitty gritty of how we can approach designing creative marketing or brand collateral that creates an incredible customer experience while maintaining brand consistency…

Maximise sales opportunities

Your brand touchpoints are all the places where your brand interacts with your audience – whether it’s on a product label, in a brochure, on your website, or through a social media post. These touchpoints are essential because they shape how your audience perceives your brand, ultimately influencing their purchasing decisions. 

Altogether, your brand touchpoints are your marketing collateral – each one an opportunity for your audience to interact with and experience your brand, and each one contributing to the overall brand identity.

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Why you need brand touchpoints

Brand touchpoints are not just nice-to-haves: they’re critical to building a cohesive and memorable brand experience. 

Think about them like this: touchpoints guide consumers through their journey, from the moment they first encounter your brand to the point where they become loyal customers. 

Whether it’s a beautifully designed website, a well-crafted email campaign, or engaging social media content, each piece of brand collateral needs to be consistent and aligned with your brand’s core values. 

A well-executed brand touchpoint strategy ensures that your brand remains “on brand” at every interaction, helping to build trust and loyalty over time.

The importance of consistency across touchpoints

Inconsistent branding can confuse customers and weaken your brand’s overall impact. 

Consistency is key when it comes to brand touchpoints. We take care to ensure that every interaction, whether digital or physical, reinforces your brand identity and message. 

This is why it’s essential to work with an identity design agency and a team like ours that understands the intricacies of maintaining brand consistency across all touchpoints.

Supercharge your brand

Core brand touchpoints

Every business is different and we consider carefully what kinds of brand collateral will be most valuable for your business in terms of ROI. That’s the beauty of having a complete menu of design services and digital solutions at our fingertips!  

1. Website design

Your website is often the first point of contact between your brand and potential customers. 

This valuable piece of marketing collateral, if not your actual online store, is your storefront, and it should be reliably accessible at any time, 24/7 and from anywhere. 

In brand touchpoint terms, a well-designed website is essential for delivering a seamless customer experience. 

The websites we design and build are visually appealing, easy to navigate, and optimised for all devices. As specialists in brand-focused web design, our focus is on ensuring that your website not only looks great but also performs well – a website that’s slow to load or difficult to navigate can quickly turn potential customers away, so investing in top-tier web design is a must.

If your website isn’t optimised for mobile and takes longer than 3 seconds to load, 53% of your audience will abandon your site and most likely go to your competitor. 

2. Social media

In today’s digital age, social media is a powerful tool for building and maintaining brand identity. 

We leverage the power of platforms like Instagram, Facebook, and LinkedIn to enable your brand to engage directly with your audience, share your brand story, and create meaningful connections. 

That involves putting together ‘on brand’ social media strategies that work across multiple social media channels and are fed by regular content creation. 

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How social media can switch on your brand:

• Increased brand awareness
• Authentic customer interaction
• Content distribution and promotion
• Market research and insights
• Competitor analysis
• Crisis management
• Cost-effective marketing
• Measurable results

3. Customer service

Customer service is often overlooked as a brand touchpoint. That makes it ripe for improvement and opportunities to create exceptional customer experiences.

Positive customer interactions can turn one-time buyers into loyal customers, while negative experiences can have the opposite effect. 

By making sure your customer service aligns with your overall brand identity, you ensure that every interaction is consistent and reflective of your brand’s values.

This may be through internal employee communications, getting your people to understand and live your brand, or by peppering the customer journey with print collateral, emails or rewards that can significantly enhance your brand image.

Learn how we help Arnold & Baldwin grow their business through referral marketing and communications at various touchpoints in the consumer journey…

• Embrace proactive engagement
• Cultivate empathy and knowledge
• Seek customer feedback
• Anticipate and address issues 
• Exceed expectations
• Integrate customer service with your brand identity 
• Measure customer satisfaction 
• Empower your team
• Celebrate customer success stories
• Foster a culture of customer-centricity

Online or offline: common types of brand touchpoints

Our design and digital portfolio contains every kind of marketing collateral a business could need to build a brand and bring it to life, online and offline. 

We can advise on which tools and techniques will work best for your brand. Then we put them to work in the marketplace. 

As above, your website, social media and customer service journey are key brand touchpoints for most businesses.  

Digital marketing communications

The digital landscape offers endless opportunities to connect with your audience. From your website and email campaigns to social media and online advertising, digital touchpoints are essential for reaching today’s tech-savvy consumers. 

Ensuring these touchpoints are on brand can significantly boost your online presence and drive engagement.

On Digital: your website as a brand touchpoint

Often the first and most important brand touchpoint, your website shapes how customers perceive your business from the moment they land on your homepage. 

At HeightOn, we design and develop bespoke websites that deliver an exceptional brand experience, seamless functionality and intuitive navigation at every click. 

Whether it’s a custom-built platform, an e-commerce store, or a WordPress-powered site, we craft digital experiences that align with your brand identity and engage your audience effectively. Your website isn’t just a place for information; it’s a dynamic extension of your brand, reinforcing trust and credibility with every interaction.

Find out more about our Bespoke Web Design options here.

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We continuously optimise performance, refine targeting, and mitigate wasted ad spend, helping you maximise ROI and stay ahead in competitive markets.

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We take a strategic approach to keeping your audience engaged with personalised email campaigns that reflect your brand’s voice and messaging. From compelling subject lines to strategic automation, we can craft targeted email content that nurtures leads, boosts conversions, and strengthens customer relationships.

Discover how creative marketing can increase your sales and enhance ROI. Learn how our creative digital marketing strategies drive brand growth, engagement, and profitability.

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Supercharge your brand

Printed brand touchpoints

While digital marketing is crucial, printed materials still hold significant value. 

Brochures, business cards and signage are impressive, tangible representations of your brand. These physical touchpoints can make a lasting impression, particularly in face-to-face interactions or at events. 

For instance, well-designed office signage not only elevates your brand but also reinforces your brand identity among employees and visitors alike. 

Chris is our resident print advocate and our print design services offer a range of options to ensure your brand is represented consistently across all physical collateral.

Brochures

On brochures: print for sales & marketing that makes an impression

A well-designed brochure is more than just a piece of paper. It’s a powerful sales tool that reinforces your brand, delivers key messages and leaves a lasting impression. Whether it’s a corporate overview, a product catalog, or a service guide, a professionally crafted brochure provides tangible value that potential customers can refer back to long after a meeting. 

From eye-catching visuals to persuasive copy, a strong brochure can drive engagement, enhance credibility, and support your wider marketing strategy.

Office & retail store signage

If you’re on the high street, your primary brand touchpoints must be standout, smart and professionally designed to leave a lasting impression – and do it day after day!

See what we created for Arnold & Baldwin Chartered Surveyors as part of their complete company rebrand. 

Vehicle graphics and vinyl livery 

Whether you have one van or an entire fleet, you’re missing an incredible marketing opportunity if you don’t have fully branded vehicles. Transform your fleet into mobile advertisements with custom vehicle graphics.

On Display: event & exhibition design that commands attention

Stand out in a crowded space with event and exhibition design that turns heads and draws people in. A well-designed exhibition presence enhances visibility, attracts the right audience, and creates an immersive brand experience that fosters connections.

From bespoke exhibition stands to eye-catching pop-up banners, we get every element working together to communicate your brand message effectively. With our strategic design, high-quality materials, and engaging visuals, your brand can make a lasting impact long after the event ends.

Wherever and whenever your brand touchpoints connect with your audience, our approach is to combine creative design with strategic thinking to maximise impact and build brand momentum across all your marketing collateral.

Whether you’re starting from scratch or looking to optimise your existing brand collateral, our team of experts is here to guide you every step of the way.

Explore our case studies to see how we’ve helped businesses like yours create cohesive and impactful brand experiences across all touchpoints. 

And if you’re ready to take your brand to the next level, contact us today to discuss how we can help you build a brand that truly stands out.