UX is missing from your brand guidelines

Standard graphic communication tools – the brand book, the style guide, the tone of voice document – are important for designers working with intangibles, but they are not enough. They are from an era of broadcast: they tell us how to present our products to a mass audience, but they fail to describe how to create an experience that engages a single customer in a dialogue. In short, we’ve defined the ‘look’ but not the ’feel’.

Extract by Justin Stach at Serenpartners.com