EPOC Brand Framework

A framework for building and maintaining a strong brand by ensuring consistency across all customer interactions and touchpoints.

Core Concept of EPOC

• Stands for "Every Point of Contact"
• Requires being congruent with your brand values at all times
• Must have something clear and unique you stand for
• Need to embody your brand values at every customer touchpoint

Key Requirements

• Must be clear about what you stand for
• Your brand values must be:
  • Unique
  • Compelling
  • Notable
  • Consistent

Implementation Strategy

• Be congruent at all customer touchpoints
• Guard your brand "like crazy"
• Must be particular and exact in every interaction
• Protect brand integrity consistently
• Stay "on" whenever representing the brand

Real World Example: Disney

• Maintains strict brand consistency around "joy"
  • Every touchpoint must represent joy
  • Bathrooms must reflect joy
  • Food must reflect joy
• Strict rules to maintain brand image
  • No visible trash cans
  • No mascots seen breaking character
  • No staff seen breaking the "magic"

Challenges

• Not 100% achievable but should be the aspirational goal
• Requires constant vigilance and attention to detail
• Must maintain standards across all customer experiences
• Demands significant effort to protect brand integrity
• Requires being "demanding" about brand standards

The framework emphasizes that successful brands are built through relentless consistency and attention to detail at every single customer interaction point.