TOUCH POINT AUDIT
explanation of the touchpoint audit graph.
TOUCH POINT AUDIT
Whenever your company goes through a rebranding process, the work that follows can feel overwhelming - especially if you’re spearheading the transition yourself. The process of updating every expression of your brand - online assets, signage, displays, etc. - requires a lot of time and work. What this tool does is properly equip you to prioritize how you update all expressions of the brand in the most efficient and effective way possible, ranking them by importance and ease of change. so how do we use this tool? Start by printing off this diagram or drawing your own. Then, plot points on the diagram to give you visual clarity on how to prioritize your list of items to update. Your website, for example, will probably fall into the top right section of this diagram: because of it’s high priority and high workload. it’s easily the most important expression of your brand, but it also requires time and resources to update. After plotting all items of brand expression on this chart, list them from first to last in the following order: high priority + low workload, high priority + high workload, low priority + low workload, low priority + high workload. What you’ll create is a prioritized hit list of items to update that’s ranked from top to bottom based not only in the importance of the item, but also in the ease of its updating. Lastly, the end of the list allows for you to audit whether some things are actually needed. For each item that is identified as being both low in priority and high in workload, ask yourself the question “Is this expression of our brand necessary or should we discard it altogether?”