Products, services, and offerings are essential, but a brand that can differentiate itself stands out.

The Importance of Touchpoints

Touchpoints include everything from billboards and websites to social media. There’s no set number of touchpoints a brand should have, but being present where your audience is can be effective.

Think of the world’s most iconic brands. They are easily identifiable through their touchpoints and communications.

Case Study: Apple

Apple’s cohesive visual and design language is applied across all touchpoints. Their use of selected colours, consistent fonts, and iconic bitten-into Apple logo creates a unified brand experience.

Apple’s physical stores have a familiar, zen-like atmosphere that enhances the customer experience. Their mission statement, “Think Different,” attracts revolutionary users.

Apple’s keynotes, or product launch presentations, are highly anticipated events that create excitement. This consistent approach sets a standard others follow.

Through its touchpoints, Apple creates memorable communications that get people talking, especially in the tech space. This consistency helps establish Apple as a differentiated brand.

Building Touchpoints for All Brands

No matter the size of a company, it’s essential to think about how to use touchpoints to engage with the audience. Listening, understanding, and thoughtfully building touchpoints can turn them into future assets.

While working with a local food brand aiming to go national, we identified essential touchpoints such as logo identity, label design, packaging, and promotional materials. However, broader thinking about touchpoints and brand presence was necessary.

With digital technologies, companies can build their online brand assets and establish digital footprints through websites, social media, apps, and more.


Branding is at the heart of creating unique and memorable communications. It enables a deeper connection with the audience. Use your touchpoints wisely.