Brandslation and Brand Experience Manual
The design of brand-based interactions is not new; service designers have been embedding brand characteristics into touch-points for more than a decade now. Yet, one problem persists: as there is no shared understanding of the experience proposition the brand is making, every new design team will develop service touch-points based on their own understanding of the Brand Experience Proposition; as these different interpretations are embedded in the service interactions, the customer’s experiences with the brand will consequently be inconsistent.