Never underestimate the importance of taking a cohesive and holistic approach to your branding. There is so much more to a brand than your logo.

Your brand is every interaction that a person will have with your business. It encompasses the positioning, the messaging, the communications, any visuals, customer service and your organisation’s energy and presence. Your brand is the experience that people have when they come into contact with you or your business. A brand is what people will think and feel when they experience your organisation.

It takes several touch points for a person to start forming a memory and a feeling about your brand. The more touch points, the more experiences a person has with your brand and the more they get to know, like and trust you.

In 2011, Google released the findings from a study called the Zero Moment of Truth. This study suggested that a buyer needs around seven hours of interaction across 11 touch points in four locations before making a purchase with an organisation.

The tone of your marketing collateral, the colours you use in your marketing, your photography, the words and headlines for your advertising, website and so on, your people, your uniform, your shop / office / restaurant all need to have a consistent look and feel with one another. This will ensure that all of these touch points will work in unison to consistency build a brand perception in your target audiences mind.

Needless to say, if you don’t have enough of your branding touch points out in the market or you have several but they all look fundamentally quite different, then your target audience simply won’t know enough about you to decide if they like you or ultimately trust you enough to buy.



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