20 Emblematic Touchpoints That Give Customers a Story to Tell

What do people tell their friends about your company after the job is done?

An emblematic touchpoint is a memorable experience that captures something important about your brand. It gives customers a story they can easily remember and share.

Use these 20 starting points to find an idea that feels like you. You only need one that your team can deliver well.

20 ways to create a memorable brand experience

1. The “-est.” Be known for an extreme that matters: the simplest explanation, the cleanest handoff, or the most thoughtful follow-up.
2. The cherry on top. Add a small, unexpected finishing touch to an already good experience.
3. A hidden detail. Give customers something enjoyable to discover, like a thoughtful message tucked into the packaging.
4. The VIP experience. Make a customer feel especially looked after with a genuinely useful extra.
5. Personalization. Remember a preference or tailor a detail to the person, instead of treating everyone exactly alike.
6. “Forget something?” Anticipate a small need or oversight and take care of it before the customer has to ask.
7. Something quirky. Add an unexpected detail that fits your personality and makes the experience distinctly yours.
8. The unexpected opposite. Turn an industry frustration on its head. Make the confusing part clear or the stressful part easier.
9. “The competition would never.” Do something unusually thoughtful or bold that you can consistently stand behind.
10. Simplify the options. Make choosing easier with a clear recommendation and less unnecessary complexity.
11. Go deeper with the options. Give detail-oriented customers a useful level of choice, explanation, or customization.
12. Replace the usual. Find a better version of a familiar part of the service experience.
13. Extend the value. Help customers get more use, enjoyment, or life out of what they purchased.
14. Call back to your values. Reinforce a promise you have already made through something the customer can actually experience.
15. Look ahead. Anticipate what the customer will need next and help them prepare for it.
16. Celebrate a moment. Recognize a milestone, achievement, or special occasion in a way that feels personal.
17. Make it playful. Add a simple game, challenge, or element of participation where it fits.
18. Create a shared experience. Give customers or team members something enjoyable to take part in together.
19. Make an emotional connection. Create a moment of relief, pride, joy, or nostalgia that connects naturally to your brand.
20. Engage the senses. Use a distinctive sound, texture, scent, taste, or visual detail to make the experience more memorable.

Pick one and make it yours

Ask your team: What do we want people to understand about us, and what could we do that would let them experience it?

Choose an idea you can repeat, give someone responsibility for it, and see what customers remember. The point is to make something true about your company easier to notice and talk about.

Download the original two-page Emblematic Touchpoints reference.

For the bigger picture, see how to put your Fractal Brand Identity into practice.