The Brady Creative
Does every touchpoint of your business accurately reflect your brand?
During the last six months, we’ve all had a lot of time to refl ect. Some of us have had to go into survival mode, others have completely re- shaped their business and, if you are like me, the owner of a lockdown business, you’ve had to get your head down and make it work. During this time, a lot of businesses have been reviewing how their
brand is presented to the outside world. Do any of the following sound familiar to you? ‘We really need to be
doing that but we don’t have time’, ‘we could do with introducing that into our marketing but we don’t have time’, ‘that kind of content would be great for us but…’. You get the gist. T e truth is, now more than ever, how we present our businesses to
the world is so important. We have to create the right impression. T e touchpoints in our business are what people use to form their opinions of what we do, the quality of our organisation and whether they want to work with us or not. A touchpoint is essentially any representation of your business that people might come across. Examples of touchpoints include; your website, the paperwork that
you send to clients, proposal documents or quotes, your team, your premises, email signatures, or the vibe that people get when calling your offi ce. T ese are all representations of your business that people will be judging. So, it’s really key to nail them. So, my question to you is? Are you happy with how your business
touchpoints are refl ecting your brand? Here’s an example... you are in need of a solicitor. You walk down
the high street and you come across two solicitors’ offi ces immediately next door to each other. One of them is immaculate, the interiors look
ALL THINGS BUSINESS 45
Hannah Brady The Brady Creative
smart and the door is open. T e other has dirty win- dows, the business name above the door is worn and the door is closed.
Which one are you most likely to approach? If you are reading this piece thinking, ‘yeah, we could do with working on this in our business’, the best place to start is by mapping out all of your cur- rent touchpoints and benchmarking them against where you would like to be. Mark each of your touchpoints out of ten. Ten
being ‘we’ve nailed it, that is creating exactly the im- pression that we want’, and nought being ‘nobody is going to want to talk to us with things looking like this’. Once you’ve got your current picture mapped out,
it’s time to start looking at each touchpoint in order of priority. T ings can be improved once you’ve got a plan of action and a vision in place for your brand. T e key thing to remember is, fi rst impressions
really do count. To fi nd out more, email
hello@thebradycreative.co.uk
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