Identifying all the touchpoints for your product starts by mapping out the complete customer journey, from awareness to post-purchase. Here’s a step-by-step approach to uncover them:

1. Awareness Stage: Think about where customers first hear about your brand. Touchpoints here could include:
2. • Digital Ads: Social media, search engine, and display ads
   • Content: Blogs, YouTube videos, or other informational content
   • Influencers and PR: Partnerships or media mentions
     
3. Consideration Stage: At this stage, they’re comparing options. Your touchpoints might include:
4. • Website or App: Your landing pages, product pages, and navigation
   • Social Media Profiles: Profiles, posts, and any customer engagement
   • Reviews and Testimonials: Third-party review sites or testimonials on your site
   • Email Marketing: Product-focused email newsletters or promotional emails
     
5. Purchase Stage: When they decide to buy, key touchpoints include:
6. • E-commerce Platform or Retail: Your online store or in-store experience
   • Customer Service: Pre-purchase inquiries, live chats, or phone support
   • Checkout Experience: The design, usability, and tone during checkout
     
7. Onboarding and First Use: Once they have the product, think about:
8. • Product Packaging: Physical or digital unboxing experience
   • Onboarding Emails or Tutorials: Guides for getting started
   • User Interface (UI): On-product messaging, in-app guides, and help documentation
     
9. Retention and Loyalty: For long-term engagement:
10. • Follow-up Communication: Post-purchase emails or notifications
    • Customer Support: Ongoing support channels and responsiveness
    • User Communities or Events: Forums, social groups, webinars
      
11. Advocacy: When they might refer others:
12. • Referral Programs: Incentivised sharing programs
    • Feedback Channels: Surveys, review requests, and user-generated content

Mapping each of these areas helps you see where your brand can and should show up. Once you have your touchpoints, you can align each one with your brand’s tone, visual identity, and values.

Please note: these are just some of the touchpoints for your brand, this is not an exhaustive list. This is just to give you an idea of potential touchpoints

How to prioritise touchpoints?

There are atleast 20 touchpoints we discussed earlier. How do you prioritise which ones to pick first and start executing. Here are some factors you can consider: