The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

Create a style guide that docu-

ments all the relevant facets of the

brand and distribute it liberally. The

style guide can house all the elements

of the experience effect to help create

consistency both strategically and tactically among all team mem-

bers and across all marketing elements. The style guide is full of

useful information that will help any member of the brand team

stay consistent with the brand experience. Typical items include:

• Brand definition statement. Some marketers call these

brand mission statements, brand footprints, brand

platforms, or brand guideposts. Call it whatever you

want, just include it in the style guide! We explored ...