What are Touchpoints?

Every time a person sees, feels, hears or smells anything about your brand it will make an impression on the person. It will tell a story about your brand. These events are called touchpoints. The sum of all touchpoints a person has with your brand is the experiences the person has with your brand. If it is a good experience and it creates good feelings for that person, your brand might gain that person one day as a customer.
The above graphic that looks like a sun is an illustration of (almost) all possible touchpoints people can have with a brand. The job of a brand manager is to control as many touchpoints as possible.

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Branding vs. Brand

It is important to make a distinction between the term Brand and Branding. If we use the analogy of an iceberg, things underneath the waterline are represented by the term Brand. They are not immediately seen by the audience, like employees, suppliers, and even the company's products or services, customers and other partners represent the brand. In contrast, Branding is an activity that is visible and is considered the process of designing brand identity . Items that are the result of branding include all identifying artifacts like the logo, icons, avatars, taglines and the company name. The output of branding activities consists also of a style guide, employee guidelines, the vision and mission statement and a list of company core values. If we go one step further and create branded touchpoints like flyers, business cards, posters, etc., we consider this step Marketing. Marketing is illustrated as ships that come and go from the iceberg. ...

Jumping The Curve

On October 6, 2011, the day after Steve Jobs died, Guy Kawasaki gave a talk at the Silicon Valley Bank’s CEO Summit. He talked about lessons he learned from Steven. And one lesson he mentioned was "jump the curve". What Steve meant by that statement is not really a new concept but it makes clear what entrepreneurs really need to do if they want to become and stay relevant. You certainly have seen a typical product life cycle curve that every product runs through. The picture below illustrates this curve. What Steve is referring to is the fact that if companies, especially start-ups, want to avoid the harsh headwind from their competition, and if they like to grow their business, they need to be innovative and bring a new product onto the market, which is unique and valuable to the customers – they need to jump onto a new product lifecycle curve.

What is Deep Branding?

Do you want to know what's hidden deep down in your brand? Deep Branding is when you look carefully at both sides of your brand: Inside your business: dive deep into your own business vision, mission, and values. Outside of your business: look every possible touchpoint between your company and your potential audience. Deep Branding is a relatively new term that describes activities performed by company owners, managers or third-parties that plan to look at more than just their logo and their website when branding a company, product or service. We have developed Brand Builder Box™ to provide a platform that allows deep branding. Our online-platform enables to run and document brand workshops and audits. You can create a free account here Brand Audit Account . I ngemar Anderson Schedule an Appointment Ingemar Anderson President | Reprospace, LLC Mobil: +1-206-849-6855 Main...

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