The complete customer experience (CX) is a long process, beginning from the moment when customers realize they have an unfilled need until when that need is met. But what often gets ignored is that CX relies heavily on branding. Your brand is the experience customers have when doing business with you. This includes the benefits you deliver, the promises you make, and how you follow up after delivering upon those promises. Branding sets the foundation for customers to engage with your organization, and helps define the initial experience they have with you. The brand of your organization goes beyond actual strategy and principles; it's the persona of your organization and the emotions that customers have based on interactions with your organization.