How do customers experience your brand?

What is your brand doing to engage me? Jack Morton Worldwide nailed it. Brand as a Verb.
From creating a video to designing a space, the thing that has made me a successful brand champion for my clients, is that I experience them as a consumer. The message and the actions must be relative to your customer. Ultimately, it's how your customer "feels" about you that will determine the strength and longevity of your brand.

Brand As Verb: Principles of High Performing Experience Brands from Ben Grossman