I visited a local Italian restaurant not long ago. Good food and good service, which was to be expected for the mid-range prices they were charging. What wasn’t expected, though, were the folding tables and chairs (think church potluck supper decor and you have it). This little disconnect made me pay closer attention to everything else about the place — the tableware, wall decorations, lighting — all of it. I’m not certain the image the restaurant owners were trying to cultivate, but I don’t think it was “Wednesday night church supper.”
The image for any brand — yours, mine, and theirs — is formed as a direct result of the interactions folks out there in the real world have as they engage with the brand. Brand touch points.
Some business owners and brand managers have sweated over every conceivable brand touch point to ensure they’re in sync with the brand identity they’ve strategically crafted. They’ve identified them, prioritized them based on their importance to creating a brand image, and then actively manage them to ensure they’re properly delivered.
Most, like my restaurant friends, have done only a superficial job, focusing on the obvious touch points of product, advertising, and customer service at the expense of not considering all the other possible, perhaps just-as-important, touch points. The result is a disconnect between the desired brand identity and actual brand image being formed.
If you haven’t created a formal brand identity and don’t actively manage your important brand touch points in support of that identity, then you’ve lost control of the brand image your customers and prospects will form. Simply, brand touch points drive your brands. And your business.
So, what are you doing about it? We’re ready to help here at 34 North.