Touchpoint by Touchpoint
Only when all touchpoints speak the same language and are in sync does a business or person become a real brand.
Hey Friend ,
When it comes to brand touchpoints, we're like the sushi chef at a restaurant: We don't serve you run-of-the-mill makis, but specialty burnt nigiri. Forget the dry business cards and boring websites.
Well-crafted brand touchpoints create the magical moments in which customers not only see or hear your brand, but feel it .
The cool thing is: They're everywhere. From social media ads to the sound of your voice in a podcast. And SO much more—if you do it right.
Why are ALL touchpoints important? Because they shape the image of your brand in people's minds. They give your brand a character. And that makes you less comparable. Because the feeling you evoke in your target audience is what they associate... exactly: with you.
Today we want to share with you some ideas and inspiration from brand touchpoints that we're excited about! Are you ready? 🔥
🕺🏻🍝 The perfect pasta cooking time with the Barilla playlist
Making pasta isn't cooking, is it? Still, some of us might be familiar with this scenario: Put a pot on the stove, boil water, add pasta. And then a sudden inspiration. You quickly run to the other side of the apartment for just a quick... and the pasta is forgotten.
Barilla has come up with a cool new brand touchpoint with the Pasta Timer. For each type of pasta, there's a dedicated Spotify cooking playlist that corresponds exactly to the cooking time. Once the playlist is finished, the pasta is ready. And either this is your saving grace or you're just having a good time.
It's like a culinary DJ for your home! 🎶 Listen & eat now →
🦄 The flippantly humorous brand einhorn that doesn't mince words
First of all: We love the brand einhorn . With their successful, all-round branding, they've managed to be truly unique – design, tone, themes, products, you name it.
It all started with fair, sustainable and vegan condoms and now the unicorns don't mince their words when it comes to many other supposedly taboo topics such as menstruation etc. 💦 - with lots and lots of humor.
One of their unusual brand touchpoints (spoiler alert: there are quite a few!), which really showcased einhorn's sense of humor: For a while, the Einhorn employees greeted every caller with a corny joke. Really, no joke.
🪧 IBM makes smart ideas for smart cities tangible
IBM, together with the well-known agency Ogilvy & Mather, has generated great brand touchpoints for its "Smarter Ideas for Smarter Cities" campaign.
A campaign without large billboards? No, it's impossible without them. But how could they be truly smart, in the spirit of the campaign?
So, new ideas were developed, allowing each of the billboards to serve a simple but useful purpose —one provides shelter from the rain, another a place to sit, and another a ramp for stairs. This really gets the target audience interacting. Well done!
Touchpoints to look at
Assuming that the website, social media, and maybe even good old flyers are already covered... have you ever considered completely different touchpoints? Where else could you leverage your branding? Where could you surprise and delight your target audience?
Since we both love to travel (plus a fun fact: Caro even studied tourism management), we've brought you three ideas from the hotel industry that have taken their brand touchpoints a little further in terms of excitement:
Check-in with a craving for ice cream 🍦
How do you imagine a self-check-in terminal in an apartment hotel? A column that you quickly use and then leave again? Yeah. But there are cooler ways to do it.
At the Stayery in Berlin Friedrichshain, Caro discovered this ice cream cart for self-check-in. Very unique! That alone makes checking in more fun. Unfortunately, they don't offer ice cream as part of the package. It might be worth considering...
Why so serious? 🧼
citizenM is known for its modern interiors and smart room solutions. Chantalle couldn't stop smiling on her trip to Seattle.
Fresh thinking is not only evident in innovative furnishings, but also in small touchpoints such as the soap dispenser.
It's great that the hardcore travelers smell good again – and have a grin on their faces. Be brave!
Sleep well 😴
Every hotel has them, the good old "Do Not Disturb" door signs. They can, of course, say exactly that. But there are other ways to do it, right? Here are a few ideas:
- "I'm in here. You're out there. Let's keep it that way for a little while longer."
- Page 1: "Nope." Page 2: "Yep."
- "Got a little crazy last night."
- Page 1: "Saving the world. Don't Disturb." Page 2: "The world is safe for now. > You've got 5 minutes."
Everything is possible.
The Next Episode...
We hope our examples have brought you some inspiration. Of course, there are so many more. Yours, for example?
In the next issue, we'll send you some more ideas about brand touchpoints you can use for smaller businesses.
On top, there's a checklist you can use to check your own brand touchpoints. Are they branded? What's the excitement level? 🔥
Let's fuck*ng gooo!
PS Do you know a really cool brand touchpoint?
Nice, let us share it too! We love inspo. After all, more is more. Just click "Reply" and let us know! ☕
Pssst.. if we really like it and it offers added value, you'll be featured in the next issue. 😎
