Your Client Experience: Designing Consistency Through Your Brand Touchpoints

May 24, 2016

Happy Tuesday, friends! Last week, we spent some time chatting about how to set your client experience up for success from the get-go, so now let’s continue to build on that momentum as we dive into how to create consistency throughout our brand’s touchpoints. As we work diligently to create an engaging client experience from start to finish, and ensure it’s one that not only meets our clients’ expectations, but exceeds them, it’s important that we focus on weaving a sense of consistency throughout everything we do. Each touchpoint, or point of contact, that a potential client has with you and your brand stands as a first impression of your brand. So, what are those touchpoints saying about you, your experience, and the quality of your work? If we’re going to create an engaging experience that impacts our clients for the better, then we need to also devote some time and energy to designing a consistent set of touchpoints that dazzles and delights!

designing consistency through your brand touchpoints for a well branded client experience | b is for bonnie design

Visualize the Experience

As you dive into either creating a new set of touchpoints or are working hard to revamp your existing touchpoints, it’s important to start out with a strong visualization of how you want to lead a potential client through that process. Consider what type of experience, aesthetic or emotion you want to convey or create through your brand’s details. Then, brainstorm a step-by-step system to bring those goals to life! If you want to lead a potential client through a luxe, high end experience, then your website, social channels and online platforms need to exude that feel through every little detail, from verbiage to visuals. The more specific your vision, the more direction you’ll be able to lean on as you implement those details throughout your brand’s touchpoints, both on and off-line.

Focus on Consistency

From the start, it’s important to ensure a level of consistency throughout every detail of your client experience. Not only in order to create a well branded presence visually, but also in order to establish a level of professionalism, trust, and a readily recognizable experience! Examine your brand’s touchpoints for consistency through the verbiage you use, the visuals you share, and the set of emotions you’re trying to inspire. No matter what that piece of collateral is, or where someone finds it, there should be no doubt in their mind that it came from you.

Keep it Real

The main goal of creating consistent and well-defined experiences within our processes is to create a readily recognizable set of touchpoints that inspire our clients, make them feel valued, and adapt to their needs. Nowhere within that process does it say anything about feeling obligated to drop hundreds of dollars on incredibly expensive (yet beautiful!) silk ribbon, or over-the-top gifts to spoil our sweet clients. Are those details lovely and delightful? Yes! But the details you weave throughout your client experience don’t have to be expensive or dramatic in order to make an impact. Keep your client experience details realistic, not only for your budget, but also for your heart. Just because lavish client gifts may be an industry standard right now, doesn’t mean you need to go into credit card debt to keep up with that trend. Details that come straight from the heart are more powerful than any beautifully packaged welcome gift.

And on that note, if a touchpoint doesn’t feel organic, then take a closer look to see if that should even be a part of your client experience! It’s crucial to maintain authenticity throughout in order to build a consistent set of experiences that will delight your clients at every turn. I guarantee that the most memorable experiences you’ll ever create for your clients are the ones that are born straight from the heart.

How do you focus on creating a sense of consistency throughout your client experience, friend? I’d love to hear your process!

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My name is Bonnie – I’m a brand designer, strategist, and writer which all adds up to one eclectic conglomeration of qualities that enables me to serve you well! Past clients have dubbed me "the Joanna Gaines of brand design," and I've had more than a few call me a dream maker, a game changer, and a design wizard (my Harry Potter-loving heart didn't hate that one, let me tell you!). At the end of the day, I'm a big-hearted creative who will get teary-eyed as you share the heart behind your business; who will lose sleep over the perfect font pairings and color selections to bring your brand to life visually; and who will work tirelessly to empower, encourage, and equip you to share your work with the world intentionally. 

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