In week 6 of IXD103 we had look at how a brand is able to roll out their services, including the process of touchpoints. This can include many things from packaging, signage, websites to word of mouth, business cards or advertising.

<aside> 💡 Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance

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It takes time to build a brand and a reputation for a brand so in order to do this it is important to focus on:

• Consistency - quality / tone of voice
• Attention to detail
• Emotion - tell a good story
• Experience - ways people ‘feel’ your brand

There are three types of brand touchpoints that can be used throughout a business’ life - pre-purchase experience, post-purchase experience and purchase experience.

1. Pre-Purchase Experience: how the brand markets and advertises themselves to potential new customers including elements like social media, their website design or how they advertise their products/services
2. Post-Purchase Experience: how your customer service team handles complaints and situations, if the brand offer any loyalty packages for returning customers and the overall product experience after the purchase
3. Purchase Experience: how the product is packaged and the overall experience the customer has when they receive the product