Engage People Intentionally to Create Lasting Loyalty

It’s not just about who visits your place but also how they feel while they’re there and whether they feel compelled to come back.

At Guide, we believe a place brand is only as strong as the experiences it creates. That’s why we spend so much time thinking about engagement, not as a single moment, but as an ongoing relationship. We’ve seen firsthand that when places manage their brand through the lens of experience, they don’t just attract—they inspire, guide, and connect.

That’s where the Engagement Loop comes in.

This simple yet powerful framework helps communities and organizations understand how people connect with a place before, during, and after their visit. When each touchpoint is managed intentionally and cohesively, you create more than just a good impression—you create loyalty, pride, and momentum that extends far beyond a single visit. People don’t just remember your place, they advocate for it, invest in it, and become part of its ongoing story.

The Engagement Loop Simplified

The Engagement Loop is a framework that identifies the three main touchpoints of interactions people have with a place:

• Before: How people learn about your place.
• During: What they experience while they’re there.
• After: Why they choose to return or share their experiences.

Each phase is interconnected, forming a cycle of continuous engagement. The better a place manages these touchpoints, the stronger its brand becomes.

Why is this Important?

Pine and Gilmore, thought leaders and authors of “The Experience Economy,” introduced the concept that experience is a place’s primary commodity. Understanding that people don’t just visit locations; they interact with them, creating lasting impressions through every touchpoint. The ability to deliver consistent, memorable experiences defines a place’s value and reputation.

In the Engagement Loop, “experience equals engagement.” People experience a place by engaging with it; managing these connections is how places thrive.

The Role of Brand in How People Connect With Place

A strong place brand is more than just a logo or tagline—it’s a roadmap that guides every touchpoint of the Engagement Loop. Your brand shapes how your place communicates, presents itself, delivers experiences, serves its people, and sets expectations for these things.

Just as corporate brands use intentional strategies to engage customers, place brands must also develop tools to manage and create positive experiences. These strategies and tools are where the Engagement Loop becomes actionable.

How People Interact With Your Place

Before: Setting Expectations

This phase is about building awareness and excitement. The tools at your disposal include Brand Strategy, Brand Identity, Brand Story, Marketing, and Communications.

Key questions to ask:

• How is your reputation? Are positive stories and reviews being shared?
• Are you communicating consistently about your place, using recognizable visuals and messages?
• Do people know where to find information about your place and its offerings?

Tools in action:

• Curate and share positive key stories from residents and visitors to shape your reputation.
• Developing a consistent visual identity ensures that communications feel connected to your place.
• Using marketing campaigns to highlight unique experiences that entice people to visit.

During: Delivering Experiences

Being physically present is the moment of truth; it’s what people experience when they visit. Tools like Brand Identity, Placemaking, and Wayfinding are critical in shaping this journey.

Key questions to ask:

• Are you welcoming people, letting them know when they have arrived? Are you providing them tools such as maps and signage to find parking and key attractions?
• Are the amenities and experiences you offer uniquely tied to your place?
• Is your place clean, safe, and accessible? Do people feel comfortable and well-informed about what you offer?

Tools in action:

• Help visitors navigate effortlessly through cohesive signage and wayfinding programs.
• Create vibrant, memorable spaces through community-led placemaking efforts.
• Put on community events that reflect your place’s personality and values.

After: Encouraging Loyalty

Once visitors leave, the goal is to keep them connected and inspired to return. The tools used in the Before: Brand Strategy, Brand Story, Marketing, and Communications are equally effective in encouraging loyalty.

Key questions to ask:

• Are you providing opportunities for people to share their experiences through reviews, social media hashtags, etc.?
• Are people up to date with events and amenity highlights through tools like social media, traditional media, and newsletters?
• Are you showcasing stakeholder contributions and elevating their image and reputations as integral parts of your place?

Tools in action:

• Encourage visitors to post positive reviews or share photos on social media.
• Reinforce your place’s value by partnering with stakeholders to share testimonials and success stories.
• Keep communication channels open and engaging to maintain connections.

Making the Engagement Loop Work for Your Place

Managing engagement across all touchpoints can feel overwhelming, but it’s essential for a public place to thrive. A strong brand gives you the tools to guide every interaction and deliver consistent, memorable experiences.

If you’re unsure where to start, Guide Studio can help. As a place branding and wayfinding consultancy, we specialize in creating strategies and tools to manage engagement and strengthen community pride.

We help places:

• Build brand strategies and identities that guide engagement.
• Craft compelling stories and messages to shape reputation.
• Develop signage and wayfinding programs that express character and guide experiences.
• Create actionable plans to market and communicate effectively.

The Engagement Loop isn’t just a concept—it’s a roadmap for creating places people love. By focusing on engagement and experiences at every touchpoint, your place can build lasting connections, attract investment, and foster community pride.