This quote 100% capture what brand is all about. When you craft your brand story as well as your brand experience, you allow people to come on the journey with you. That's what your customers want.
They want the connection & to see the person behind the business. Remember we buy from people, it's not just about the business. The business is just the entity that allows for a product or service to be sold. The brand is what people become loyal to because of the way they are treated and the experience they have.
It is never wasted time to go through your brand experience on a regular basis. Feedback forms are so important for your business as well. If you don't know how your clients feel about working with you or buying from you then you can't improve along the way.