Experience Playbooks

Experience playbooks are designed to clearly articulate and communicate a consistent and authentic brand experience for each customer. As strategic documents, brand experience playbooks bridge the gap between brand strategy and day-to-day implementation, ensuring that every team member understands not just what to do, but why it matters to your brand’s success.

Comprehensive Playbook Components

At Starfish, our brand experience playbooks include the following key elements to galvanize stakeholders and promote, uphold, and amplify brand reputation:

Vision

Identify the “True North” we should convey to our target audience. This aspirational element of brand experience playbooks establishes a clear picture of what success looks like when your brand experience is fully realized. It serves as an inspirational north star that guides all experience decisions and implementations.

Purpose

Identify a fully flushed-out purpose statement leaning on current aspects of the brand experience and our goals. This foundational component of brand experience playbooks articulates why your brand exists beyond making profits and how it creates value for customers, employees, and society at large.

How We Act

Create standardized practices that highlight key behaviors for employees and constituents. This behavioral component of brand experience playbooks translates abstract brand values into concrete actions that employees can implement in their daily work. It includes specific examples, scenarios, and guidelines for embodying the brand in various situations.

How We Speak

Express consistent methods on how employees should communicate. This verbal component of brand experience playbooks ensures that your brand voice remains consistent across all communications, from formal marketing materials to casual customer interactions. It includes tone of voice guidelines, messaging frameworks, and communication principles.

Additional Playbook Elements

Our comprehensive brand experience playbooks often include additional components tailored to your specific needs:

• Customer Journey Integration: Mapping playbook elements to specific customer journey stages
• Role-Specific Guidelines: Customized instructions for different departments and functions
• Experience Standards: Measurable criteria for evaluating experience quality
• Implementation Tools: Templates, checklists, and resources for activating the playbook
• Training Frameworks: Structured approaches for onboarding and ongoing education
• Success Metrics: KPIs and measurement approaches for tracking experience delivery

The Business Value of Experience Playbooks

Well-crafted brand experience playbooks deliver significant benefits:

• Consistency: Ensuring uniform brand experiences regardless of location, channel, or team member
• Scalability: Enabling rapid onboarding of new employees and partners
• Alignment: Creating shared understanding across departments and functions
• Quality Control: Establishing clear standards for experience delivery
• Efficiency: Reducing the need for case-by-case decisions about brand expression
• Evolution: Providing a framework for systematic experience improvement

Customized to Your Organization

We recognize that every organization has unique needs. Our brand experience playbooks are tailored to your specific culture, structure, and objectives. Whether you’re a global enterprise seeking to align thousands of employees or a growing business establishing experience foundations, we create playbooks that work for your reality.

Ready to align your organization around delivering exceptional brand experiences? Contact Starfish today to discuss how our brand experience playbooks can transform your customer experience delivery.