7 Ways to Build Your Brand: #4 Touchpoints
Each week we are working our way through the 7 Ways to build your brand, and this week is #4: Touchpoints. You can click here for the Overview, click here for #1 Target Audience, click here for #2 Specific Messaging, and click here for #3 Points of Differentiation.
First, what is a touchpoint? This is everywhere that your brand identity or logo appears, everything that contains your message, and every place that your target audience can come in contact with your organization. So, that’s basically everything.
With so many options, how do you decide what to use and how to use it?
Start with the basics and consider all of your touchpoint options: traditional, new, digital, and social media. By the way, this exercise was a whole lot easier when traditional was the only option available. Even then, though, there were thousands of options with all of the television, radio, newspaper, magazines, billboards, direct mail, and more options. Now that new media, digital media, and social media are also available, it’s harder than ever before.
Twenty years ago, we each saw an average of about 1500 advertising messages per day. Now that number is well over 5,000 ads per day. So, how do you put your ads in all of the right places? How do you cut through the clutter?
Rather than trying to be everywhere – that old theory of reaching 100% of the people and convincing them 25% of the way – you should pick the least number of options possible and use them thoroughly. Basically, aim to reach 25% of the audience and convince them 100% of the way.
Where do you start? Your target audience. Where do they spend their time? What are they watching? Listening to? Reading? Knowing which mediums have their attention will go a long way to knowing where you want to invest your time and budget.
If you are interested in digging into this more – be sure to sign up for one of our Brand Builders workshops. The next workshop is for Small Business and Startups on 2/12. Click here to read more and sign up today (early bird discount pricing ends 2/10). Go to brandrusso.com/brandbuilders to see all of the workshops and sign up asap.
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.