Branding requires mapping a series of steps in the customer journey, which start from the point of consideration from a potential buyer. And goes all the way to ensure that once someone purchases the product.
This is where customer service as a brand building opportunity comes in. Many do not consider this as branding and think brand building stops when a sales transaction has happened. Let us take the example of a fast moving consumer product like a shampoo. Branding for such a product happens much before the purchase transaction takes place in the form of packaging, advertising and point of sale displays.