Understanding How and Where Brand Enthusiasts are Created

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Brand Touchpoints

Client Concerns

What are the most critical touchpoints customers have with our brand?

How can we most impact customer loyalty and brand advocacy?

How do we demonstrate that brand loyalty is not just the responsibility of the marketing department?

Our Process

There are critical brand touchpoints throughout the customer journey from pre-purchase to purchase to post-purchase that grow and build customer relationships. While B2C marketing largely relies on the customer’s experience with the product, B2B marketing is primarily relationship driven, relying heavily on customer experiences with your organization—with your people.

We help clients identify the critical brand touchpoints and align strategies and tactics to deliver a unique brand experience at these crucial touchpoints in the customers’ journey. By identifying and communicating these critical touchpoints, it quickly becomes clear to others in the organization that brand building and brand nurturing is not just the responsibility of the marketing department.

Who do your customers interact with before the sale? Certainly your sales force—through cold calling, sales calls, and capabilities presentations. Often even earlier at trade shows, through sales and marketing support, or customer call centers. With whom do they interact at the transactional stage? Sales and marketing, project managers, often executive leadership, and perhaps design, engineering, or other professionals from your organization. And after the sale? Most likely sale follow-up and ongoing account service from your sales force. But also others, like customer service, order fulfillment, shipping, installers, technicians, help centers, tech support, the parts and service desk, and others. 

At every point, your customers experience and evaluate your brand. We help our clients identify the most critical touchpoints and then develop the tools and implement strategies to deliver the brand, convey brand differentiation, and build brand loyalty. To lead prospects and customers from interest to engagement to advocacy. To convert brand loyalists into brand ambassadors who ultimately become some of the best “salespeople” you have.