The Branding Process: 4. Creating Touchpoints
This stage involves taking the identity created in stage 3, and developing it over a range of touchpoints, which are essentially any point of contact between a business and its customers.
These touchpoints may include:
- Business cards
- Product design/packaging design
The key part of this stage of the branding process is to create a consistent, yet flexible look across all touchpoints, which fully represent all of the values determined in the strategy. The final look needs to work online and offline, at large and small scales, and in targeting all potential markets. In essence, it is creating a unique visual language that will express itself across all applications.
It is at this point in the process that the identity will be tested in real applications, as opposed to the hypothetical ones in the previous stage. And it is now that the quotation from Steve Jobs seems particularly fitting:
“Design is not just what it looks like and feels like. Design is how it works.”
Once it has been established that it ‘works’, the design of all of the touchpoints can be finalised.
As always, if you have any questions about creating touchpoints for your brand, please just drop us a line or give us a call.
Until next time,