"How to Align Your Brand Touchpoints" Worksheet (by Denise Lee Yohn)

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Use a Brand Touchpoint Wheel to interpret and reinforce your brand appropriately at all touchpoints.

Watch the video and download the worksheet here: http://deniseleeyohn.com/brandtouchpointalignmentvideo

This is part of a 10-video series, "How to Build a Breakthrough Brand" (http://deniseleeyohn.com/breakthroughbrand). Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need. Each of the 10 videos introduces a key step in the brand development process, and the accompanying worksheet outlines the points to get you started.

Visit http://deniseleeyohn.com for more brand-building insights and instruction.

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"How to Align Your Brand Touchpoints" Worksheet (by Denise Lee Yohn)

  1. 1. how to build a breakthrough brand -- worksheethow to align your brand touchpointsA brand touchpoint wheel helps you engage internal teams in working together to interpret and reinforce thebrand appropriately at all touchpoints. It’s a visual representation of all your brand touchpoints and howdifferent stakeholder groups impact them. Follow these steps to build one:1. audit – compile a list and examples of all of the ways people in the outside world come into contact with your company and all of the experiences your company provides. • organize your audit by: • interactions with customers pre-purchase, purchase, and post-purchase -- and then add non-customer interactions like corporate touchpoints, or • static touchpoints like advertising or packaging, people touchpoints like call centers or salespeople, and interactive touchpoints like social media or websites • remember to include all of your products • consider convening a cross-functional team to conduct the audit so you get more comprehensive results2. map – list the internal groups that are responsible for each touchpoint and/or the processes that produce them -- and then map where there are commonalities between touchpoints.3. assemble – organize the list by group or template process and then put together a wheel: • put your brand in the center • position all of the touchpoints on the rim • show the different groups and/or processes that impact the touchpoints as spokes radiating out to them • use layers inside the wheel to organize groups and processes together • be prepared to go through several rounds of draft wheels before a final version is set4. evaluate – use customer research, self assessments, and industry reports to evaluate the experience your company delivers at each touchpoint.5. prioritize – identify which touchpoints you should focus your efforts on by: • comparing the evaluations from step #4 above to your brand platform and desired customer experience to illuminate which touchpoints are most out of alignment • using the sources from #4 to determine which touchpoints have the most impact on customers’ and other outside stakeholders’ expectations and experiences • for those touchpoints with the largest gaps, evaluating the size of the gap against an estimate of the cost of making improvements to it • determining how important different touchpoints will be to your company’s longer term goals and objectives Designate the top 5 – 10 touchpoints to optimize right away.6. act -- create an action plan for optimizing the top touchpoints, measuring your improvements, and managing them on an ongoing basis.visit http://deniseleeyohn.com/bbb to view Denise’s “How to Builda Breakthrough Brand” video series and access other worksheets • mail@deniseleeyohn.com • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •

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