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"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:

This is part of a 10-video series, "How to Build a Breakthrough Brand" ( 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 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 to view Denise’s “How to Builda Breakthrough Brand” video series and access other worksheets • • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •