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Brand touchpoint analysis--how to get it done

Everybody knows that a brand is only as good as its communications with internal and external stakeholders. If you only communicate the brand in some places, but not in others, you are creating an inconsistent image and the brand message will not take hold. The question is, how do you get the organization to look at all the ways it communicates (both to employees and the outside world) and come up with a true inventory?

I suggest that this is where the brand council comes in. Headed up by subject matter experts from every line of business and back-office function, the council should meet and together brainstorm all the typical places where the brand is showcased. It is likely that the council will find out that there are numerous touchpoints that need to be controlled, starting with the marketing/PR departments, continuing with customer service, and ending with...who knows?

If you haven't conducted a brand inventory yet, now is a good time to start.

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