The more touchpoints your brand has, the more complex building that brand becomes.

Every business has its own unique way that it engages with its customers.

• Product Brands have an interaction with their customers that is very one-dimensional (think Crest, Snickers, Dasani).
• Service Brands like get more complicated once people get involved. (think accounting firms, ad agencies, IT firms)
• Retail Brands deal with the complexity of the mix of service and products. (think Starbucks, Target, etc)

The more complex your customer engagement, the more complex your brand building process will become.

Before you begin the process of building a brand, make sure you understand its level of complexity.

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