Everything you produce, publish, provide, speak or wear is a touchpoint that will either reinforce or undermine your brand. And yet, you will never be able to control every potential brand touchpoint. That is true of established brands like Apple, Nike, or Disney, and it is especially true of developing brands. Let that sink in: you cannot control everything.
That simple realization should free you from the otherwise inevitable paralysis that comes from sizing up the Herculean task of conforming all your brand touchpoints to a common brand standard. But you should begin somewhere. Brand experience design involves evaluating which specific brand touchpoints are strategically critical in your sales funnel (or overall business goals) and designing those critical touchpoints to conform to your overall brand strategy. As your central touchpoints begin to successfully reinforce your overall brand message, you can progressively work outward.