Brand Touchpoint Audit Checklist - ShoeFitts Marketing · PDF fileBrand Touchpoint Audit...

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Transcript of Brand Touchpoint Audit Checklist - ShoeFitts Marketing · PDF fileBrand Touchpoint Audit...

  • Brand TouchpointAudit Checklist

    Every touchpoint in your service model is part of the client experience. From initial contact to stationary to training materials, every touchpoint must create a positive experience and maintain a consistent message. Well considered, touchpoints help build an effective brand and generate new business, giving you an edge over the competition.

    MAKE YOUR BRAND MORE EFFECTIVEWITH A TOUCHPOINT AUDIT

    A brand touchpoint audit can help determine if you are doing something well, or more importantly if something needs improvement. Only then can you take steps to enhance your service model and ensure you are consistently delivering on your brand promise at every stage, making your brand more effective.

    BRAND TOUCHPOINT AUDIT CHECKLIST

    There could be 20 to well over 100 brand touchpoints in your service model. Start with this short list, and be sure to note which areas require attention or improvement.

    WANT TO GO DEEPER?

    To gain a deeper understanding of what you are doing well and what you can improve, consider these brand touchpoint audit questions:

    1. Does this touchpoint delight the client?

    2. Does this touchpoint deliver real value to the client?

    3. Does the sum of all brand touchpoints equal an optimal client service experience?

    BRAND TOUCHPOINTS

    EXPERIENTIAL

    Office on-hold message and music

    Office interior look and feel (including furnitureand wall art)

    CLIENT EXPERIENCE

    Exceptional Average Needs Improvement

    ShoeFitts Marketing, Inc. 2015

    Continued

  • BRAND TOUCHPOINTS

    VISUAL

    CLIENT EXPERIENCE

    Exceptional Average Needs Improvement

    ShoeFitts Marketing, Inc. 2015

    Logo

    Website Design

    Company head shots

    Company font, imagery and design templates

    Company videos

    Infographics

    DIGITAL AND SOCIAL MEDIA

    Website landing page, navigation and content

    Out of office email messages

    Transactional emails

    Online newsletter and content delivery

    Webcasts

    Social media profiles

    Social media imagery

    LInkedIn company page photo

    Twitter company page photo

    Continued

  • BRAND TOUCHPOINTS

    PRINT

    CLIENT EXPERIENCE

    Exceptional Average Needs Improvement

    ShoeFitts Marketing, Inc. 2015

    Stationary (letterhead, envelopes, stamps,ID badges)

    Business cards

    Marketing collateral (brochures, handouts, white papers, presentations)

    Proposals/Contracts

    Invoices

    Training materials and workbooks

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