What Do They Experience?

Strategy is a very powerful practice.  However, many organizations fail because a lack of execution. Without execution the organization has only an intention, not a plan.

A properly executed strategy increases the opportunities of creating a positive experience at each brand touch point. Your website, phone voicemail, business card, luncheon speech, etc. is a touch point.  Touch points exist in every organization.  The good news is that you can identify each touch point and ensure each is used to create a positive experience with your audience.

The best way to start choosing and influencing your touch points is by mapping your audiences journey from introduction to loyalty.  How do people learn about you?  Are your touch points communicating who you are?

Below is an exercise you can use when ensuring your strategy is being executed and producing a positive audience experience.

  1. List Out Every Touch Point - (Receptionist Greeting, Business Card, Web Site, Luncheon Speech, Etc.) I invite clients to be imaginative and think thoroughly when making a list of touch points.  The list must be thorough.
  2. Evaluate Each Touch Point – Dissect, drill down and review each touch point.  Does the touch point communicate the mission of your organization?  Do you believe the touch point is generating the response you desire?
  3. Eliminate or Improve Touch Point – After you identify and evaluate touch points, you can decide what needs to improve or be dismissed.

Every brand is built by experiences.  Create your experiences wisely.


  • http://www.robertlanedesign.com/ Robert Lane

    Great article! I like the term touch point. In this sense, could the individual members of a church be a potential touch point?

    • Tim

      Yes. They are very much a touch point. The person greeting people at door. The facial expressions of ushers. The attitude of person serving donuts and coffee. The nursery worker greeting a guest with baby. All of them. All touch points.