20 Overlooked Digital Touchpoints You Should Be branding
I get a lot of requests for logos and websites. logos, as the branding element with the most visibility, get a lot of press. But as someone who has created brand assets and customer journeys (built out to varying degrees), here are my top 20 places to add intention and personality. These aren’t just digital tchotchkes. They are opportunities to ease stress, add human texture, and soothe frustration.
1. 404 Page
Use branded voice and visuals to turn a dead end into a positive interaction. Add a call-to-action, helpful links, or light-hearted copy that reflects your brand tone.
2. Email Footers & Headers
These are prime real estate for reinforcing your brand, linking to socials, and reminding people of your mission. Don’t default to boring or generic layouts.
3. Loading Screens or Preloaders
Custom loading animations or copy ("Fetching your page..." or "One moment while we leash your content...") can keep users engaged while staying on-brand.
4. Confirmation & Thank You Pages
After someone books, donates, or subscribes, give them a message that feels warm, personal, and consistent with your values. This is a chance to upsell, cross-promote, or show appreciation.
5. Email Auto-Responses & Receipts
Instead of robotic confirmations, use friendly, branded language. Turn transactional emails into relationship-building moments.
6. Favicon
The tiny icon in your browser tab should reflect your brand. I like to make it a graphic that winks at the logo or references a part of the logo to take it to the next level. It reinforces brand recognition and attention to detail.
7. Browser Tab Title (Metadata)
Customize your site titles with personality. Instead of "Home | Brand Name," consider something catchy like "Your Pet’s New Favorite Vet."
8. Error Messages & Empty States
When something goes wrong or there's no content, keep users engaged with on-brand responses. It's a small touch that can make a big impact.
9. Password Reset & Login Screens
Even system-generated pages can be styled or reworded. Use this space to reinforce brand trust, especially for service-based platforms.
10. Pop-Ups & Opt-In Modals
Avoid generic prompts like "Sign up for updates." Instead, offer value in your brand’s voice—"Join the Village: Pet tips, wellness guides, and community news."
11. Mobile App or Site Icon Prompts
When users save your site to their home screen, a branded app icon makes a polished, professional impression.
12. SMS Notifications & Text Reminders
Appointment reminders or booking confirmations via text should match your brand tone…casual, helpful, and clear.
13. Scheduling Tool Branding
Whether you’re using Calendly, Acuity, or Jane, make sure booking pages and confirmation emails carry your brand visuals and copy.
14. Survey & Feedback Forms
Asking for feedback is a brand moment. Customize the language, design, and thank-you message to reflect who you are, not just what you do.
15. Referral Program Pages
If you have a referral offer, the landing page should look and sound like your brand. Make it friendly, rewarding, and clear.
16. Social Sharing Previews (Open Graph Tags)
These determine what people see when they share your link. Don’t let platforms auto-generate. Design your preview image and write a strong meta title and description.
17. In-Browser Notifications (Push Notifications)
If you use these, don’t sound like a spam bot. Keep them relevant, timely, and written in your brand voice.
18. Chatbot or Live Chat Greeting
Instead of a generic “How can I help?” make it feel like a human, or at least a helpful voice from your team. It’s the first impression for many users.
19. Downloadable PDFs or Resources
Whether it’s a care guide or service flyer, ensure your design, typefaces, and language are all on-brand.
20. Subscription Cancellation or Opt-Out Pages
Even when someone’s leaving, the experience should feel kind and intentional. Use this space to show grace and potentially re-engage them.
