Executive Summary (This is a document excerpt)

Customer experience professionals struggle to create Web sites that support key brand attributes because their organizations often lack a shared definition of the brand. To fill the brand experience void, interactive agency Molecular has developed brand personas that help designers refer to key elements of brand style, map key attributes to relevant personas, and organize information in a way that resonates with client stakeholders. To get the most from these valuable design tools, customer experience professionals should make sure that their brand personas are accessible and that they serve as a nexus for user and brand research. Forrester expects this practice to proliferate as firms strive to create more immersive, engaging brand experiences on their customer-facing Web sites.

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