What influenced your decision to buy an Apple iPod?
Was it following the TV ad with the ubiquitous dancing silhouette? Or the press ad in last weekend’s newspaper? Were you seduced by the glamour of the Apple Store? The intervention of one of their Genius’s or the high street window dressing or in store point of sale display elsewhere?
Maybe it was through a great Internet experience or word of mouth, or perhaps it was you saw someone on the train and decided enough was enough.
Whatever it was, it was a touch point, an opportunity for you to engage with the Apple brand and buy into it. Whereever it was, the message was exactly the same with the product carefully propositioned in the same way.
Managing your brand touch points – all the points at which customers might come into contact with you – increasingly differentiates the average from the good, and the good from the great.
Customers are increasingly more fickle. Power is no longer in your hands as a specialist as there are more specialists. Providing an excellent service from enquiry right through to aftercare is a prerequsite not a nice to have.
Think about your stationery, signage, reception areas, sales letters, brochures, website, the people who answer your phones, how you present/demonstrate what you do.
Are you consistently delivering your brand proposition in the same uniform way?