Digital brand touch points

Once your brand strategy and mental brand identity have been defined and your visual brand identity has been designed, we as your Rotterdam-based design agency will get cracking on the design and development of all your brand touch points. We call this 360-degree Brand Design. That is why we have integrated
22 physical brand touch points and 22 digital brand touch points into our new Brand Design model.

The 22 most common digital brand touch points:

 

  1. Website: what would a company or brand be without a proper website? A good website can communicate, brand, seduce, connect, publish, sell and serve – whether from its homepage, landing pages or product detail pages.
  2. Web shop: more and more companies and brands sell their products and services directly via a web shop, with the online marketing funnel (awareness – interest – decision – purchase – payment – loyalty) leading to conversion.
  3. Search engine marketing (SEO & SEA): finding the website and web shop as an organic result via the right information for Google (SEO) or forced result via advertising (SEA) can give great impetus to new and existing customers and consumers.
  4. Online banners (display advertising): a frequently used method where digital brand advertisements are placed on popular websites to lead the right person to the brand website or web shop at the right time, in the right environment and with the right message.
  5. Online video: a growing number of brands aim to present themselves via brand videos on YouTube, their own brand website and on social media, where the videos are often part of a brand campaign with a mixture of physical and digital brand touch points.
  6. Influencer Marketing: a rapidly rising phenomenon is to hook up with online influencers (bloggers and vloggers) for a specific target group. For business-to-business brands, these are people who are an authority in their field (professors, researchers, business people, authors and Dutch celebrities); for consumer brands, these are often ‘cool’ influencers with a huge following and who act as role models for their followers.
  7. Facebook: one of the most popular social media among younger people but also increasingly among older adults. Brands can have an active presence on Facebook via their own brand page, interesting updates (news and videos) and through advertising (pushing updates, directing users to their website, building followers, collecting data and promoting events).
  8. WhatsApp: the biggest digital social media channel in the Netherlands at present, for individuals but increasingly for groups as well. For brands, a useful tool for direct contact with customers, such as consumer service or for market research via WhatsApp groups.
  9. LinkedIn: used above all for digital networking in the business market with personal profiles (CVs) and vacancies. There are also more and more brands that place messages and videos and pay to have them pushed via their brand profile page or who develop entire campaigns specially for LinkedIn. Ideal for start-ups with a limited budget.
  10. Twitter: a social medium for sending short messages of 280 characters (previously 140 characters), pictures and videos. Primarily used by people and brands to react to trending topics.
  11. Instagram: the ideal social app for young users to share pictures and videos, with optional digital filters. Many well-known sports people and entertainers use it to boost their popularity. But brands in fashion, cosmetics and food have also discovered it as a way to post amazing pictures and to advertise with pictures and videos with a call-to-action button to the brand’s website.
  12. Pinterest: used mainly by women between the ages of 20 and 40 to post attractive collections of pictures dedicated to a certain theme (like cupcakes and Christmas), known as pinboards. Brands also have their own themed pinboards of pictures and videos that are directly or indirectly connected to the brand.
  13. Snapchat: lots of young people under the age of 25 use this to send pictures to each other that are removed from the Snapchat server after ten seconds. These often consist of selfies that are edited using filters, digital lenses and stickers. Brands use this to offer sponsored lenses and filters and hold competitions for the best brand pictures.
  14. Other social media: other online options for brands include Facebook Messenger (direct contact), Reddit (forums), Tumblr (nice website for blogs and vlogs), Weibo (Chinese version of Twitter with huge worldwide network), Dumpert (humour), Zoover (travel reviews) and Iens (restaurant reviews).
  15. Apps: more and more brands have one or more branded apps with functionalities that fit in with the brand, like Q-park with up-to-date information on the number of available parking spaces for every Q-park car park in the city where you are driving at that moment. Apps can also be connected to incentive programmes and to special offers, like Heineken’s buy-and-save app.
  16. Computer games: brands can hook up with computer games to reach young people in particular, such as by featuring as part of the computer game (like Citroën in Gran Tourismo), advertising in a computer game (billboard in FIFA) or even developing an entire computer game (like KLM did with Aviation Empire).
  17. Virtual reality & augmented reality: using a VR headset to experience an augmented reality of the brand in 3D or using an augmented reality app to augment what you see with your phone’s camera with extra information, such as a menu of the restaurant that you are standing before or the nearest ING cash machine.
  18. Email marketing: sending messages to the recipient’s email address (with their permission) for goals such as retaining and rewarding existing customers, selling extra products and services, providing information about new products and services, request for quotation, making appointments and visiting the brand website.
  19. Affiliate marketing: using the online networks of others to direct people to your brand website or web shop. The network provider gets a percentage per product sold or request for quotation. One good example is an ad on weather website weeronline.nl for storm umbrellas from bol.com. Bol.com’s website says that it has 30,000 affiliate partners.
  20. Viral marketing: people like sharing fun and recent pictures and videos; if they go viral (spreading to millions of people like a virus), the viral marketing campaign is a success. By receiving the video from someone you know (not from the brand), you are more likely to watch it and to share it if you like what you see. That’s the real challenge for brands: coming up with really amusing videos or very timely messages.
  21. PowerPoint/Keynote: an underestimated brand touch point primarily used in business-to-business markets to present the company and brand to the main target group on a personal level, thus capitalizing on its visual brand identity for greater brand association and to drive home the company’s message./span>
  22. Intranet: internal communications platform for a company’s own staff with news, calendar, forms, product information and social information like birthdays, staff get-togethers, favourite recipes, holiday stories and more. A useful tool for internal branding (bringing the brand to life within the company) and for employer branding (attracting and retaining the right employees).

We’d be happy to help you with designing and finalizing these Brand Touch Points.