Every interaction with your brand is important. Here are 11 brand touchpoints worth regular audits to ensure you are building a strong brand.
1. Your brand’s “Google My Business” profile
If you’re a local business, your Google My Business profile is one of the first things potential customers will see when they search for your business online. In fact, your GMB profile is often the first impression a potential customer will have of your brand.
Make sure your GMB profile is up-to-date, accurate, and reflects your brand in the best possible light. This means making sure your business name, address, phone number, and hours are correct, and adding high-quality photos and videos of your business.
You can also use your GMB profile to highlight positive reviews and testimonials, and even create special offers and promotions to entice potential customers to visit your business.
Regularly auditing your GMB profile is a great way to make sure you’re not missing out on any potential customers and that your profile accurately reflects your brand.
2. Your brand’s social media profiles
Social media is one of the most important brand touchpoints for any business. Your social media profiles are where a large portion of your audience will go to find out more about your brand.
Social media audits are a great way to make sure your profiles are up to date and accurate. This includes checking your profile and cover photos, making sure your bio is current, and ensuring that all of your contact information is correct.
You should also use your social media audit as an opportunity to make sure that your brand voice and messaging is consistent across all of your profiles.
Finally, you should take a look at the type of content you’re posting and make sure that it’s in line with your brand values and your audience’s interests. If most of your target audience is Instagram-focused, consider using AI to create eye-catching visuals and go through popular AI Instagram prompt examples to generate the best results.
3. Your brand’s website
Your website is one of the most important touchpoints for your brand. It’s often the first place potential customers go to learn more about your business, and it’s where your existing customers go to find information and make purchases.
It’s important to conduct regular audits of your website to ensure that it accurately represents your brand and is effectively communicating your value proposition. This includes checking for outdated information, broken links, poor design and more.
4. Your brand’s blog
If you’re not already blogging, you should be. A blog is a great place to share your brand’s story and news, connect with your audience, and drive traffic to your website.
But, like any other part of your brand, your blog needs to be in tip-top shape. Make sure your blog is well-designed, easy to navigate, and up-to-date. If you’re creating content for marketplaces in Australia, it’s also worth checking that your blog supports local context, keywords, and customer expectations. Check for broken links, outdated information, and any other issues that could turn off your readers.
Regularly auditing your blog will help you keep it fresh and relevant, and it will show your audience that you care about providing them with a great experience.
5. Your brand’s email signature
When was the last time you looked at your company’s email signature? Your email signature is a great place to put a face to a name and let your customers know who they’re talking to. Include your name, title, and a professional headshot in your email signature. If you’re looking to make your signature a bit more personal, you could also include a fun fact about yourself or a link to your LinkedIn profile.
Not only is it important to have a professional email signature for your employees, but it’s also a good idea to have a company-wide standard for email signature formatting. Insights from internal feedback, such as an employee experience survey, often highlight how small touchpoints like signatures influence perceptions of professionalism and consistency. This will help to ensure that your brand is being represented consistently across all touchpoints.
6. Your brand’s email marketing
Email marketing is a great way to engage with your customers and leads. It’s also a fantastic way to share your brand’s story and personality.
If you’re not already, be sure to include your brand’s logo, colors, and fonts in your email marketing design. You can also use email marketing to share content that is relevant to your brand.
If your brand is a thought leader in your industry, be sure to include your blog posts, white papers, and other long-form content in your emails. If your brand is more focused on lifestyle, you can share articles and other content that is relevant to your audience’s interests.
Be sure to take a look at your email marketing design and content and make sure it is consistent with the rest of your brand’s touchpoints, as well as using email deliverability solutions to help ensure that your messages successfully land in recipients’ inboxes.
7. Your brand’s online review profiles
If you’re not already monitoring your brand’s online reviews, you should be. Online review profiles, like Yelp, Google My Business, and the Better Business Bureau, are one of the first places potential customers will look to learn more about your brand.
Regularly auditing your online review profiles helps you stay on top of what your customers are saying about your brand. It also helps you make sure your profile information is up to date and accurate.
If you come across any negative reviews, make sure to respond to them as quickly as possible. This shows potential customers that you take feedback seriously and are committed to providing a positive experience.
8. Your brand’s printed materials
When you think of your brand, you probably think of your website, your social media profiles, and maybe even your email marketing. But what about your business cards, brochures, and other printed materials?
Just because we live in a digital age doesn’t mean printed materials are a thing of the past. In fact, many brands still use physical marketing materials to connect with customers and clients.
But if your printed materials don’t look and feel like the rest of your brand, you could be sending the wrong message. Regularly audit your printed materials to make sure they’re consistent with the rest of your brand touchpoints.
9. Your brand’s voice
In today’s world, your brand isn’t what you say it is, it’s what your customers say it is. And, the way you talk to your customers and the public is a huge part of how your brand is perceived.
Your brand’s voice should be consistent across all of your marketing materials and public communications. This includes your website, social media, and public relations content.
Like any other part of your brand, your voice should be audited to make sure it’s still relevant and resonating with your target audience.
10. Your brand’s customer service
Your customer service team is on the front lines of your brand. They are the ones who interact with your customers on a daily basis and have a huge impact on customer satisfaction and brand perception.
Customer service representatives need to be trained in your brand values and have a deep understanding of your products or services. As support operations scale, many brands now use AI agents for customer support to handle routine questions, surface relevant context, and enforce brand-consistent responses—making regular audits even more important to ensure automation reflects the same tone, values, and standards as human agents. They should also have access to the most up-to-date information about your brand, so you need to make sure to audit their training materials and resources regularly.
In addition, it’s a good idea to regularly survey your customers and ask them about their experiences with your customer service team. This will help you identify any issues and make sure your customer service team is aligned with your brand.
11. Your brand’s “about us” page
Last, but not least, your brand’s “about us” page. This page is the perfect place to remind your customers why you do what you do, what makes you different, and what you stand for. After all, people don’t buy what you do, they buy why you do it.
This is also the place where you can show off your team, your culture, and your unique story. Like your brand’s mission and vision, your story should be updated as your business grows and changes. If you’ve recently gone through a rebrand, you’ll want to make sure your story is reflective of your new brand, too.
12. Your brand’s referral and advocacy experiences
Referral and advocacy touchpoints are often overlooked in brand audits, even though they sit at a critical moment of trust. When customers are asked to recommend your brand, every detail—language, visuals, tone, and reward experience—reflects how confident you are in your value.
If you run a referral program, regularly audit how it looks and feels from the customer’s perspective. Pages, emails, and messages powered by tools like ReferralCandy should match your brand’s voice, design system, and values just as closely as your website or email marketing. Any disconnect here can weaken credibility at the exact moment you want customers to advocate for you.
Strong brands treat referral experiences as first-class touchpoints. When advocacy feels on-brand and intentional, recommendations become more natural and more effective.
Conclusion
With so many touchpoints to manage and so many details to remember, it’s easy for your brand to become inconsistent. But by regularly auditing these touchpoints, you can ensure that your brand is always being presented in the best possible light.
