How Touchpoint Views Brands
A strong brand begins as a distinctive, strategically-crafted set of brand fingerprints – a brand identity -- which are then imprinted throughout the organization. Once ingrained as operational culture, the brand identity directs how the various brand touchpoints should be delivered.
Customers, prospects, and influencers experience a brand through sales personnel, customer service, packaging, product quality, advertising, word of mouth, warranty, and likely hundreds of other ways that may or may not be realized. The experience with these touchpoints directly results in the formation of the brand image, which leads prospects to buy (again) or go elsewhere.