Brand touchpoints are the sequence of interactions that collectively deliver a brand experience. The course considers the role of design and its value in the innovation of the brand experience. Delegates will learn how values-based behaviours influence the experience of the brand and reveals how sensory branding through; sight, sound, touch, smell and taste can create unique experiences. The day includes methods to audit and map the brand experience.

Who should attend?

This course provides tools and insights to maximise a brand’s performance through the evaluation of each touchpoint in the customer journey. This course is designed to give delegates a strategy to strengthen the brand experience and exceed customer expectations at every touchpoint.

Learning outcomes

  • Understand the brand experience and the critical impact of individual touchpoints
  • Relating the brand experience to the brand strategy
  • How values drive behaviours and deliver the brand experience
  • Consider how sensory branding engages the senses and delivers the most emotive touchpoints
  • The role of a brand’s culture to influence the customer experience through history, ethos, language, people, leadership, traditions and its physical manifestations
  • The value of good design and how it can innovate the brand experience
  • How to map touchpoint journeys for analysis and review
  • Innovation through touchpoint analysis

Course Dates

Start Date Duration Location
06 Jun 2022 1d Virtual
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Course Director

Paul Hitchens

Paul Hitchens is the author of ‘Brand Management – In a Week’, ‘Successful Brand Management’ and ‘Create the Perfect Brand’. He is a TEDx Speaker and an award winning creative with over 30 years’ experience in branding, design, advertising, marketing and training. Paul regularly commentates on brand reputation issues and has contributed to the BBC, ITV and Channel5 News.


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