Why every touchpoint tells your brand story
Every night part of my ritual before bed is to make a Roogenics herbal sleep tea (the best) and as I opened a new box I noticed they’ve shifted from glossy packaging to a matte, natural cardboard finish.
On the surface, it’s just textural change, butI knew it was a brand choice, so curious to understand more, I read around the packaging and saw their brand values and then the change made complete sense.
Their brand values are:
- All natural ingredients
- Plastic-free packaging
- Responsibly sourced from Indigenous communities and small farmers
The new matte finish instantly cues naturalness, sustainability, and an earthy feel, which perfectly aligns with this brand story.
Most people won’t consciously notice the difference, but their brain will register it, and that’s the power of subtle brand cues: they shape perception whether someone realises it or not, strengthening the brand story.
Your brand DNA isn’t just something you write down in a strategy document and file away, it should guide every single decision you make, from the texture of your packaging to your font choices, your email tone, and the way your customer experience unfolds.
People think their brand lives in their logo, their website, maybe their Instagram feed, but the strongest brands are the ones where the DNA is woven through everything.
That glossy package might have looked fine on its own, but it actually disconnected from the tea itself and what the brand represents.
The move to matte wasn’t just aesthetic, it was essential, aligning the packaging with their values and, in turn, instilling greater trust and credibility with their customers through a clearer brand story.
When every touchpoint reinforces your values, your vision, and your key messages, you create alignment. When it doesn’t, you dilute the brand.
Now it’s your turn.
Think about your own brand touchpoints, not just the obvious ones like your website or social media, but the subtle ones too.
- How does your email signature feel?
- What about the language you use in your booking confirmations?
- The texture of your business cards?
- The way your proposals look and read?
Are these touchpoints reinforcing your values and vision, or are they quietly working against you?
You need to be obsessed with the 1% refinements of your brand, every single one.
Strong brands are built not by accident, but by making the DNA present in every detail, because when you stack those micro-decisions together, they create an overarching brand experience that’s incredibly powerful.
When you ignore them, cracks start to show but when you notice and refine them, your brand compounds in strength.
This is how building your brand makes business feel easier. When everything is aligned, you don’t have to think about whether something feels right, you already know. You create a brand that doesn’t just look good, but feels consistent, clear, and truly aligned at every level, and that’s what builds trust, recognition, and strength over time.
What changes do you need to make?
P.S. If reading this made you realise your brand touchpoints aren’t fully aligned, this is exactly what I work through in my 60-minute one-on-one Brand Strategy Sessions, identifying the gaps that are costing you money and showing you how to turn your brand into a revenue driver. Click here to book your session.
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