Brand is essentially a concept in the customer's mind so, in that sense, the customer is developing the ideas. No one wants the doctor's office to be too friendly and perky. They don't want cartoon characters. For example, a 1948 5-unit motel, with naturally hot mineral water springs, that we've just restored as a very 'quiet' environment has attracted guests from all over. Branding in this case has to do with people's memory of a contemplative experience in a natural setting.
People associate it with peace of mind rather than a product.
In the context of interactive branding, it is a personality that stands completely on its own. A traditional brand is specific to instances and demographics - it is just a glimpse into the brand's personality. An interactive brand is not just an instance. It has to have a developed personality. I like to talk about the difference between online and offline brands.