But your brand touches your audience at many different touch points and each one of these touch points is an opportunity to influence their perceptions of your brand.
These touch points can include:
Point of sale
Customer Service Reps
Social media posts
If your brand message is not strategically developed to shape all of these touch points, then your brand will be misaligned and inconsistent both of which lead to confusion, then distrust.
Ultimately, your brand message is everything you want your audience to understand about your brand.
Your brand lives in the mind of your audience.
If you don’t take the time to develop your brand message at every touch point based on what you want your audience to understand about your brand, then each message is a missed opportunity toshape the mind of your audience.