Your customers are the one who give your brand life. It comes from the way you allow your customers to interact with you. It comes from the way people use your product. It comes from how your customers tell others about you.
I ran across a product this weekend that understands this. Jones Soda is a beverage company based in Seattle. The label for their soda is largely made up of a customer submitted photograph. The photos vary by flavor and change monthly. Want your photo on the label? – order your own from My Jones Soda Co..
Jones Soda lets their customers interact with them and their customers truly create the brand.