The touchpoints of your brand are the places where customers will come into contact with you. These include: Your product or service itself Your website Your employees and customer service including phone or voicemail Your marketing, business cards, content, and logo Your social media channels Your stores or other retail experiences Word of mouth Influencers Trade shows and events These are just some of the areas that will help customers decide whether or not they relate to your brand. When revisiting your strategy to improve your brand, your first port of call should be checking in on these touchpoints. Evaluate whether you’re still happy with how they’re working, and make sure they’re all perfectly aligned and cohesive so anyone would understand who your brand is from interacting with just one of the touchpoints. Remember: each one presents an opportunity to build loyalty with your customers. Check your values — Values are one of the main factors that help consumers decide whether or not a brand is the right fit for them.
Whether those values are sustainability, quality, expertise, or something else entirely, you know it’s what makes your brand stand out to your target audience. visual brand values Your brand values help customers know who you are by Sean Brice via Dribbble Make sure all the messaging and communications on your website, socials, and other marketing materials are totally in line with your brand’s values. Take another look at your brand guidelines and make sure they’re background remove service aligned with the image you want to present to the world. And consider new ways for your values to filter through everything you do. Your customer should understand how your values apply to your products, and therefore fulfill their needs. Define your niche — When you started your business, you probably spend a lot of time looking at competitors and carving out your own niche that filled the gaps they weren’t hitting. But over time, all brands adapt and change to consumer needs, which is why you’ll need to stay on top of whether or not your niche really is a niche still.
Keeping your market narrow, appealing to a specific demographic, and finding ways to fit their needs is the best way to keep your brand refined. You don’t need to completely change to fit a need that didn’t exist when you launched, if you don’t have the capacity. Just look at what your customer needs now and ask yourself: are you still serving them, or could you be doing better? Align your brand — We’ve already touched on the importance of your values matching your marketing. But if you really want to know how to improve your brand then no element should be left out of this cohesion. Your values, your product, your customer service, your operations, your vision, and every other attribute of your brand should all be in line if you want to ensure success.