February 22, 2014

Top 3 reasons brand touchpoints are overlooked during a rebranding

I get a lot of questions about the term “brand touchpoints” related to rebranding projects. What are they? Are some touchpoints more important than others?91-Vitamin Waterblankimage blankimageblankimage106-Vitamin Water

Brand touchpoints are each and every place your brand identity – name and/or logo – appears. It is important to convert all of your brand touchpoints during a rebranding as quickly as possible. Why? Because leaving your old brand identity on even a single touchpoint can lead to confusion in the marketplace. It causes consumers and investors to think the company doesn’t pay attention to details. Even worse, it causes headaches for employees who have to explain over and over again why the retail store’s signage doesn’t match the company’s website or print ads, or why the service technician’s uniform doesn’t match the logo on his truck.

Let’s look at why brand touchpoints might be overlooked during a rebranding.

1. Diversity: There could be thousands of touchpoints, including both physical and digital branded assets. Building signage, internal signage, vehicles, uniforms, kiosks, tradeshow booths, HR materials, marketing materials, business cards, websites, sponsorship venues…the rebranding list goes on and on.

2. Database: The central database of brand touchpoints, if there is one, is incomplete or outdated. If the company doesn’t have a centralized database, finding all of your brand touchpoints is even harder. It is also likely that some of your brand touchpoints were customized for a single point in time, location, or circumstance, and don’t appear in any rebranding database.

3. Domain: Some touchpoints are not “owned” by your company. If your company has strategic partners, distribution channels, or contractors, your logo may appear on other companies’ branded assets. They may not have the same sense of urgency that you do during your rebranding, and your old logo may appear on their assets for years.

Let me share an actual rebranding story with you. Of course, the name has been changed to protect the innocent.

We were told at the beginning of the complex project that BigFleet had a current and complete database of branded assets. According to BigFleet’s database, the company had a fleet of thousands of similar white cargo vans. The company’s brand guidelines specified that a single brand graphics kit to be used for the entire fleet. Sounds simple, right?

During our Assessment, we discovered that 10% of the cargo vans had vents on one side that prevented the use of the large brand graphic specified by the brand guidelines. Because we uncovered the vent issue before ordering the brand graphics for the rebranding, we were able to re-engineer the graphics kit for the vented vans. By ordering the correct graphics kits for the entire fleet the first time, the company saved over $100,000, which paid for the cost of the Assessment many times over.

Keeping track of a single type of brand touchpoint can be difficult in large organizations, and keeping track of multiple types of touchpoints can be almost impossible. Having insufficient data causes costly mistakes, leading to rebranding budget overruns and missed deadlines. If you are considering a rebranding, start reviewing your database now to avoid overlooking brand touchpoints in the future.

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