That succulent roast is spied before you can smell it and before you can taste it. Subconsciously, yu have already decided the desirability of the food and your salivary glands are already preparing your cake hole for the deliciousness that will soon arrive.
I have banged on about consistent messages and having an promoted brand that fronts your products and services. Well the same applies to your customer touchpoints. These can be the look and feel of your website (but not necessarily the ease of use and backend functionality), your stationary (invoices, letterheads, business cards), your packaging, your shopfront, your uniforms, etc.
Every consumer touchpoint needs to meet 3 criteria:
It needs to be appealing
It needs to be consistent
It needs to be trusted
We carry on about equality and, we should. Unfortunately, our experiences and environment largely shapes our preconceptions to style, colour, ethnicity, gender. Stereotypical images are the norm. If we target a particular customer type, then creating a brand structure that will appeal to this demographic will be easier that building something that is appealing to diverse demographics. Surf shops have a particular non-gender specific that targets a particular customer type. It is difficult to locate a surfshop that presents itself against the accepted norm.
If your corporate colours are lime and yellow, then everything that represents you needs to be the same, or at the very least, needs to compliment your colours. Check the Cadbury consumer touchpoints; is purple everywhere? Don’t make your shopfront look like a brothel unless this is the business that you are in.
That important 5 letter word. Without it your customers will not buy your goods and services. Much like branding, every consumer touchpoint needs to project trust. You need to define the trust projections and ensure that all your staff follow the same guidelines. If the technician in the backroom insults all your customers, then get rid of him.