Blog CEM Addresses the Gap of the Branding Heyday

CEM Addresses the Gap of the Branding Heyday

CustomerServiceOrganizations typically hire a branding or advertising agency to lead Identity development efforts.  These agencies have proven successful at helping organizations define who they are and what they stand for and translating that into a visual mark (logo) and language (messaging).  Once the Identity is defined, it is quickly applied to marketing communications.

That is the easiest part.  A challenge to this practice is that marketing communications do not represent all of the touchpoints customers encounter.  What about invoicing, calls into accounting, installation, service, the product itself, sales personnel and on and on?

The strategy-to-touchpoint gap inhibits results
This is another example the strategy-to-touchpoint gap.  The Identity (strategy) often lives where it was developed, in the executive suite, and where it is easy to apply, marketing communications.  But the Identity most often fails to get introduced or gain traction across non marketing communication touchpoints – thus the gap.  

This gap has left many branding or Identity efforts to fall short of meeting expectations.  As a result, branding agencies have shrunk from their heyday and many leaders and organizations have become frustrated with “branding.” This frustration can be understandable, yet tragic.

Being able to clearly deliver who you are and what you stand across each touchpoint is foundational for customer-centric organizations.  This holistic view of the customer journey and closing the strategy-to-touchpoint gap is the responsibility of the new discipline of Customer Experience Management.


Remember, to your customers, you are your touchpoints.

This post an excerpt from my book, TOUCHPOiNT POWER! Get & Keep More Customers, Touchpoint by Touchpoint (William Henry Publishing, 2013).  Now available!  For information and to order, visit or view the TOUCHPOiNT POWER! listing on Amazon.

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Hank Brigman

Hank Brigman

President & TOUCHPOiNT Strategist
Customer Experience Strategies, Inc.
Qualified Member National Speakers Association
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Best-Selling Author of TOUCHPOiNT POWER


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