Definition
Every place where the customer meets the brand: website, social, packaging, store, customer service, invoice, uniform, email. Each one confirms or contradicts the promise.
In practice
List yours. Order them by what the customer sees first. Change them in that order when the brand changes.
Amplifik service related to this term
Rebranding
Diagnosis, repositioning and new identity — with a transition plan so no customer gets lost along the way.
Related terms
Keep reading
What we learn by doing.
02
Rebranding: 7 signs it's time (and 3 signs it isn't)
The company changed and the brand didn't. Or the people inside got tired of it. Only one of those is a reason.
06
7 brand mistakes small companies make (and how to fix them without redoing everything)
Most brand problems don't need a rebrand. They need rules.
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