A brand touchpoint is any point of contact where a customer encounters a business — a website, a business card, a product, packaging, an email, a phone call, a physical storefront.
Every touchpoint shapes a customer's overall impression, whether or not it was designed deliberately — an inconsistent touchpoint (a sloppy email signature next to a polished website, for instance) can quietly undermine trust built everywhere else.
A documented brand identity system exists largely to keep every touchpoint consistent as more people — employees, freelancers, partners — create materials that represent the brand over time.