Brand engagement is all about creating and building real emotional engagement between your brand and the consumer. Once there, your brand has achieved a very important objective of having the consumer feel the brand has met all of their ideal expectations in that category. This is accomplished by creating emotions by design. Engagement can be designed by providing the right experience for the consumer at the right time. The tone of each experience has to be relevant to the brand, and to the core customer, too. Guiding as well as anticipating the end user’s needs and wants, and by calling upon our own emotional connections to brands and people and places, can successfully translate into positive consumer behavior, sales, and profitability.