A couple of days after the telephone conversation I had with Investec, their courier company contacted me to find out where I would like to receive my new bank card. My bank card was delivered the following day at my house, enclosed in a white cardboard envelope with their Logo, Iconic Zebra and a light blue metallic line on the front. The envelope, the personal letter inside and the bank card all embodied the brand and was like a handshake that said “welcome to the Investec family”.
Investec has truly considered all their touchpoints and ensures that each one communicates their brand values, promise and personality. Ensure your brands contact points leave memorable first impressions, because it really does last forever. Even though you might not be able to identify which contact point our customer chooses to engage with you first, you have more control on the outcome than you think. Throughout all your brand’s contact points ensure that there’s brand cohesion that builds trust with respective stakeholders.
Whether you find yourself waiting in an Investec lounge, transacting with your card, transferring money online, engaging with them telephonically or driving past a billboard; you get a good sense of who they are and why they matter.
Investec Rewards Travel. (Source: http://bit.ly/2va3iY3)
Klopper, H.B. & North, E. 2011. Brand Management. Pearson: South Africa
Muller, G. 2007. Media Planning – Art or Science. 3rd Ed. South Africa: AMASA (Advertising Media Association of South Africa)
Investec Private Bank – More than data (Source: https://vimeo.com/205031712)