A brand touchpoint is any moment when someone encounters a business and forms an impression of it. A website, sales call, invoice, storefront, review, delivery, or support reply can all be touchpoints. Some are controlled by the business; others, such as a customer review, are influenced by the experience it creates.
List touchpoints from the customer’s point of view, then check whether each one makes the offer clear and delivers the experience the brand promises. A polished advertisement cannot make up for a confusing quote or unanswered question. REX’s Brand Audit reviews how a brand shows up across channels and customer encounters.