3.07 In touch

Now you know what brand promise is and why it’s important. Next, let’s learn how a business communicates this promise to its customers and potential customers. As you know, this task isn’t typically accomplished using words. Rather, businesses use touch points to get the message across.

A touch point is any interaction between a business and a customer or potential customer. For any given brand, there may be hundreds of potential touch points. Of course, not every customer will experience every touch point. The sum of the touch points that a customer does experience, however, becomes the company’s communication of its brand promise to that customer.

Let’s take a closer look at some of the touch points companies use to convey brand promise.