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On the previous lesson, you identified how design can give your business a competitive edge. Now, lets break that down into actionable steps, by identifying your brand touchpoints.

A brand touchpoint can be defined as any way a consumer or customer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication.

Customers perceptions are largely influenced by the contact that is made with these touchpoints, which can be positive or negative depending wholly on the individual person. The first thing you have to do is to work out what those touch- points are and how they affect your small business:


Your turn:

- Download the brand touchpoints template.

- Pick three areas from your customer experience that needs improvement in your brand. You can get insights for this either by analyzing data, getting suggestions from your designer or talking directly with your customers.

- Why that matters? Add a rationale to guide your decision.

- Breakdown each area into specific, actionable steps.


Example:

Public Relations (PR)

Why? Is a great to build a reliable image; Besides some of our competitors are consistently featured in industry magazines.

Tasks: Create a press kit featuring our awards and founders’ profile; Reach out to journalists and influencers in our industry; Pitch our stories every month to a different magazine. 


Newsletter

Why? Once we acquire a customer, we don’t do anything else to keep them,

Task: Design a monthly newsletter with links from our blog and a special promotion for current customers, like 10% off on purchases for that month.


E-Commerce

Why? Why still don’t sell online. Need to have new channels and not rely only on walk-ins.

Task: Research e-commerce platforms that suit us in terms of price, features, etc; Check operational procedures, like offering a live support or how we’re gonna fulfill the orders; Build a new online store that looks professional and reliable.