Lots of companies do a great job presenting and communicating their brand in the first customer interaction via their site, retail store or advertising. Some even have a congruent brand throughout the entire buyer journey.

But what about the brand story for existing customers? We’ve all logged into an application from a brand we like only to find the visuals jarring, and messaging unfamiliar. Recognizing that a customer interacts differently with your brand than a potential customer, the need to extend the brand experience becomes critical.

Experts from x companies will walk through their brand guidelines and how they’ve implemented them across all customer touch points. We’ll even highlight a few who’ve gone so far as to execute their brand on internal facing tools so their team is constantly surrounded by the values and voice they want to project to their customers.