Brand Application • List
Touchpoint Inventory: 60+ Touchpoints Small Businesses Forget
Inconsistency isn’t usually one big mistake—it’s lots of small “brand leaks.” Use this list to find them fast.
Website + product
Homepage hero (headline + CTA)
Navigation labels and button styles
Pricing page and checkout flow
Contact page and forms
About page story and visuals
Booking/scheduling page (Calendly, etc.)
Error pages (404) and empty states
Link previews (OpenGraph image + title)
Mobile experience (spacing, typography, buttons)
Confirmation pages (thank you, order confirmed)
Social + content
Profile photo (logo mark vs full logo)
Bio positioning (who you help + what you do)
Pinned posts / highlights
Template consistency (fonts, spacing, colors)
Photography style (tone, lighting, composition)
Reels/shorts thumbnail style
Hashtag and caption tone
Comment replies and DM tone
Link-in-bio page
UGC repost style (frames, captions)
Email (marketing + transactional)
Welcome email series
Newsletter template
Promo email template
Order/booking confirmations
Invoices/receipts
Password reset / account emails
Onboarding or “how to get started” emails
Support macros (saved replies)
Team signatures
Unsubscribe / preference center
Sales + customer service
Sales deck and proposals
Discovery call script / DM script
Quotes/estimates format
Follow-up sequence
Customer onboarding docs
Support tickets and response tone
Refund/cancellation policy messaging
FAQ answers (tone and clarity)
Review request messaging
Upsell / renewal messaging
Physical + local (if applicable)
Signage and storefront
Menus / price lists
Packaging and labels
Uniforms and name badges
Business cards and flyers
Vehicle signage
In-store music/ambience
Receipts and printed materials
Events / booths
Wayfinding / instructions
Operations (the hidden brand)
How you schedule and show up (punctuality)
How you handle mistakes (service recovery)
How you communicate delays
How you collect and use customer feedback
Hiring and onboarding (how brand shows up internally)
Vendor/freelancer briefs
Templates for recurring work
File naming and asset organization
How you update brand assets over time (versioning)
Monthly QA routine
Next step: make this actionable
Don’t try to fix everything at once. Map the touchpoints, assign owners, and prioritize the top 10 that impact customers most.