Lee, Chung and Nam (2013) define the brand touchpoint wheel. The wheel is a framework to view a snapshot of what all points exist where the customer will come in contact with the brand and be in a position to create the impression of the brand. A brand needs to know what all possible touchpoints are to give a good impression and show its real personality.
The touchpoint wheel is divided into three parts representing the Customer Journey Map (Branding For the People, 2017).
The first part is the Pre-Purchase Experience which includes the marketing part with the website, advertising, and word of mouth. It is the first connection between the brand and the customer. Visual communication is very important in this part with the Logo, website and advertising.
The seThe second part is the Purchase Experience, the packaging is the main aspect of this stage regarding the visual communication. Effectively, it is really important to receive a product in professional packaging.
Finally the Post-Finally the Post-Purchase Experience. Even though the product has been it is good to keep a good connection with the customer by offering a perfect customer service, and a nice product experience thanks to visual communication, the consumers are proud to wear their product (Blu, 2020).
G. Vanbosterhaut
References
Blu (2020). Brand Personality vs Brand Identity. [online] Available at : https://medium.com/@wearebluedrop/brand-personality-vs-brand-identity-fd3b5008462f
[Accessed 9 May 2022]
Branding for The People (2017). How Best to Manage Brand Touchpoints. [online] Available at : www.brandingforthepeople.com/a-quick-guide-to-selecting-brand-touchpoints/.
[Accessed 10 May 2022]
Lee, Chung and Nam (2013), Orchestrating Designable Touchpoints for Service Businesses in Design Management Review (2013).