It’s true – branding is a feeling, whether we like it or not. I personally struggle with the notion that feelings can be quantified, however, time and time again data proves there is a science behind branding, specifically your brand touchpoints.
The amazing Marty Neumeier says that “aesthetics is the language of feeling.”
So, one of my favorite ways to help my clients expand the feelings that branding offers is to bring their brand to life in a tangible way! I call these tangible items: brand touchpoints.
Brand touchpoints identify what tangible output may best represent you / your brand and speak to your audience. They are a physical extension of your brand. Just like a brand is a mix of strategy and creativity, touchpoints must be as well, otherwise, they won’t work.
For that reason, I present the suggested touch points during our strategy experience. In my previous process, I asked the client to tell me what they wanted before we even booked. That often resulted in delivering some items that they really didn’t NEED, they just thought they should have. Now, I use my expertise to make suggestions on what best fits their business and would speak to their audience.
Because, at the end of the day, it’s all about the audience. What do we want them to feel?
Let’s use Whitewood Events as an example. Whitewood Events is a luxury wedding & event planning company that partners with its clients to craft timeless and thoughtful events.
Their branding was fresh, modern, and simple. Because their target audience is affluent 30-40-year-old couples, it was important their print materials were ultra high-end. For that reason, we chose to go with letterpress. We used Neenah Cotton paper and commissioned handcrafted envelopes and hangtags in our brand color from Loose Leaf Handmade. We also worked with two printers – Zoum Printing and For the Press (both my go-to’s for letterpress).
Whitney, the owner, loves sending special gifts so we had custom boxes made. One of her frequents gifts is a candle from a local business, Little Light Co, which we pair with lovely labels and hangtags.
Our final brand touchpoint was notecards with the custom envelope and vellum seals with her monogram. Now, she has a branded print experience that reflects the high level of service she offers her clients.
People remember their last interaction with you. Make it a good one.
If you know your client experience would benefit from tangible brand touchpoints, reach out to me via my contact page, and let’s hop on a consultation call. I would love to discuss how I can bring your brand to life!