Know-How Exchange : Student Questions

Touch Your Brand! Touch your brand means to get a feel of the brand, understanding the brand its experience.

You mush have come across the word brand touch points!
so what are brand touch points?

Brand Touch points are all of the physical, communication, and human interactions our audiences--members, staff members, suppliers/vendors, management/investors, partners, prospective members, educators, media--experience during their relationship life cycle with a brand.

So while branding its a imperative that all key brand touch points be focused. Moreover, during brand activations marketers main focus is to create a memorable touch point for a brand so that it creates a communicable and long lasting experience for a prospect.

So it all boils down to one thing, touching a brand means creating a physical or mnemonic path between prospect so that a customer gets associated with the brand itself its core benefit plus the augmented offerings of the brand that differentiates itself from competitors.

The "Touch your brand" refers to how customers come in contact with your brand. It's the colors, logo, tag lines, packaging, ads, website, etc. How the professor "touches" Samsung is when he hears a commercial for Samsung and it says, "Imagine living the world of tomorrow today" and he sees the tilted blue oval (with or without the word "Samsung" in it" - he knows this is Samsung. Brand alignment means that whether Samsung is promoting phones or TVs or copy machines or semiconductors - the brand image portrayed is the same. The same colors are used and the tag lines agree with the overall brand image. The brand has a personality that is in alignment with the overall brand personality of the entire company. Every business card and piece of stationary has the same look and feel. You know it's Samsung without the word used. Every place that a customer comes into contact with Samsung looks and feels the same way.

I hope this helps.

Wayde