Brands are thought of in terms of what they say about products or services. What is more important is the brand experience sending a strong message to customers by promoting engagement and interaction.

A brand is a concept that by very definition is customer-centric. It focuses on a company’s promise to customers about its products and services quality, differentiation, and relevancy. Until fairly recently, a brand was treated more like a static concept rather than an active engagement and interaction strategy. The static concept of brand image promoted marketing as the key differentiator. The adoption of interactive marketing technologies like social media has transformed the business brand from being a messaging tool to being a unique experience that leads to engagement and interaction. As an experience rather than an image, the brand operates along a continuum that includes marketing, initial customer contact, product and service purchasing, customer service, and even stakeholder perspectives of the company’s social responsibility.