Touchpoints are the myriad of interactions that collectively deliver a great brand experience. Delegates will consider how touchpoints affect brand reputation, experience and expectation. They will learn how values influence the brand experience via employees and external influences. The course covers design and its place at the heart of the brand experience. We review sensory branding; sight, sound, touch, smell and taste. The day includes methods to audit and map the brand experience.

Who should attend?

The Brand Touchpoints course is designed for delegates that need a strategy to assess their brand experience. The day provides attendees with insights and tools to measure their brand’s performance by evaluating their customer journey and identifying areas for improvement.

Learning outcomes

  • What are touchpoints?
  • Understanding brand strategy.
  • How values drive the brand experience.
  • How employees and external audiences influence the brand experience.
  • How sensory branding: sight, sound, touch, taste and smell, delivers emotive experiences and points of difference.
  • Understanding brand culture.
  • Connect with your brands origins.
  • Consider your brands vocabulary, special words and phrases.
  • The critical effect of brand champions.
  • Traditions, events and anniversaries.
  • The brands environmental and physical manifestation.
  • Understanding the importance of design and how it drives innovation.
  • How to identify and map touchpoints.

Course Dates

Start Date Days Location
18 Jul 2019 1 London
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05 Nov 2019 1 London
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Course Director

Paul Hitchens

Paul Hitchens is the author of two branding books: ‘Successful Brand Management – In a Week’ and ‘Create the Perfect Brand’. He is an award winning creative with over 25 years experience in the creative industries, working in advertising, branding, design and marketing. Paul is an industry commentator and has appeared on TV and Radio including: BBC, ITV and Channel5 News.


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