Great library experiences turn community members into loyal and passionate library users who will want to return to the library to receive memorable service, and more importantly, who will tell their friends about the great experience the library offers. But how do you design that type of experience. If you look at organizations that are highly regarded for the quality of their user experience, such as the Ritz-Carlton Hotel, Starbucks or the Pike Place Fish Market, they all have one thing in common. A thoughtful and well designed “Way We Serve Statement”. In the user experience industry, this is referred to as an experiential brand statement. It is a conceptualization of the experience the organization wants the customer to receive. It is not a brand statement that is used for marketing. Rather, it is a touchstone statement that is developed and used by the staff members to guide their interactions with community members. This presentation will provide background information on experiential brand statements, review the process for developing a statement and provide practical examples of how to replicate this process so that attendees can develop a Way We Serve Statement for their libraries.