My favorite brand is New Balance.
“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”Michael Eisner, Former Disney CEO (1)
The five touchpoints include brand promise, brand story, innovation, purchase moment, and consumer experience.
Brand promise: The brand idea stimulates a simple brand promise that divides your brand from competitors and promotes your brand as the best, cheaper, Alternatively, different, based on your brand placement.
Brand story: The brand story has to come to life to inspire consumers to act, feel, or think while creating the ideal brand’s status to be held in the minds and hearts of the customers. The brand story should bring into line all brand communications across all media selections.
Innovation: Building a primary sound product, stay at the forefront of trends and technology to deliver creativity. Most importantly, the brand idea should drive the product development teams to remain faithful to the brand.
Purchase moment: The brand idea must persuade consumers along the purchase ride to the final purchase choice. Essentially, the brand idea helps drive the sales team and sets up retail channels to close the sale.
Consumer experience: Finally, turn usage into a consumer experience that becomes a ritual and favorite part of the consumer’s day. Moreover, the brand idea guides everyone who works on the brand to deliver excellent experiences.
It is vital to make your brand very personal.