New Way to Determine a Brand Touch Point

I just re-read a very good book titled The Brand Flip by Marty Neumeier. If you’ve been following me on my digital channel, I’m sure you have heard this name before. Marty Neumeier is the person who opens up my horizon on brand fields. If you want to check his book, make sure you read all of his books. Start from The Brand Gap, Zag, and The Brand Flip. It will be a very solid fundamental in brand fields.

In The Brand Flip, Marty Neumeier talks about how the scheme of how a brand should work has changed along the way. With all those technologies development and the effect on consumer behavior, a brand should have adapted in the term of it operates. One point that really pulls my interest is when he talks about the brand touch point. First, a brand touch point is all assets used by a brand to build its reputation. It can be a logo, name, business card, customers service, and so on. Every brand touch point used will build a certain reputation on consumers mind. The problem is, how to choose the right brand touch point for a brand? 

Marty Neumeier says that brand touch point should not be too much. It should be compact and efficient. Why? The more brand touch point you have, the more resources you need to maintain it. The key is in efficiency and compact. What brand touch point should a brand use? This is where the real problem appears. In the book, Marty Neumeier has found an easy framework to determine which touch point should be used. He divides brand touch point into four categories.

SHALLOW – GENERAL
It’s the touch point that gives no detail information about the brand. And it is general. Means it is for the mass audience. It is not specially crafted. The purpose is to trigger awareness. Touchpoint that belongs to these categories is name, logo, business card, elevator pitch, etc.

SHALLOW – PERSONAL
It’s the touch point that still gives no detail information but specially crafted for a very specific person. It may attract people interest in the brand. Touchpoint that belongs to these categories is a company blog, product demo, personal offers, social media, etc.

DEEP – GENERAL
It’s the touch point that gives deeper information about the brand but crafted for a broader audience. Touchpoint that belongs to these categories is founding story, partnership, keynote speeches, etc.

DEEP PERSONAL
It’s the superstar in these categories. The touchpoint that gives deep information and specially crafted for a very specific person. Touchpoint that belongs to these categories is a free sample, brand advocacy, workshops, call center (customers services), sales representative, customers review, etc.

Start from the first category to the last one is aligned with the process from awareness to commitment. If your goal is to have awareness, start with the first two categories. If you aim for the commitment, you should focus on the last categories. 

So, have you chosen and maintained the right brand touchpoints?