Brand experience guide
Craft your brand experience guide by incorporating your mission, values, touchpoints, and reactions from your experience map. From here, utilize the THEME framework (Pine & Gilmore, 1999) to write a clear and concise summary of your overall brand experience.
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Purposefully design your brand experience with the brand experience guide
If you want your brand to be effective as a marketing tool, it needs to positively represent your products and your company to your customers. In order to accomplish this, you need to deliberately create the brand experience you want your consumers to have. To do this, you can use the brand experience guide as a collaborative tool for your marketing team.
The brand experience guide gives you a way to determine and organize the experience you want your customers to have with your brand. It does this by utilizing the principles embedded in the THEME framework (developed by Pine & Gilmore) for defining brand experiences.
As you use THEME and the brand experience guide, you’ll be able to plan a more consistent brand experience for your customers, which in turn is more likely to improve your brand image and increase brand loyalty.
How to use Lucidspark’s brand experience guide template
Lucidspark offers an easy way to keep all your brand planning in one place with the brand experience guide template. This template provides a framework for your THEME planning and can be easily customized and shared with team members and stakeholders.
To use the template, follow these steps:
- First, review your brand mission and values statement to identify key words and statements that you could apply to the brand theme.
- Then, review existing experience maps or create a new experience map with a focus on the participant’s reactions as additional sources of the experience narrative.
- Next, identify your brand’s theme. Apply the above items into the different categories of the acronym T.H.E.M.E. to improve the overall theme and experience your brand offers or is seeking to offer.
- Theme the experience: Boil down your brand mission and values statement into three or four words. For instance, “Our goal is to provide prompt and efficient services without compromising quality” might get pared down to “Prompt, efficient, and high-quality.”
- Harmonize positive cues: Determine how your audience’s positive sensory experiences can reflect your theme.
- Eliminate negative cues: Identify sensory experiences that might contradict your brand theme or be off-putting for your target audience.
- Mix in memorabilia: Brainstorm ways to provide your audience with physical reminders, or souvenirs, of their experience.
- Employ customization: Find ways to tailor the experience to different participants.
- Last, summarize the overall experience your brand seeks to provide in a few sentences. Try to make it concise and clear enough that most people can visualize what you are talking about.
As you use the template in Lucidspark, you’ll be able to easily collaborate and brainstorm with your marketing team with the integrated chat and comments features. And once your brand experience guide is complete, it will be easily accessible to anyone who needs the latest guidelines for your brand.
