Brand communication refers to the tactics, such as advertising and social media, that companies use to communicate with existing and potential customers. The goal of brand communication influences the customer's opinion about the brand and its importance. Every time a customer interacts with a company, the brand has the opportunity to shape its personality and experience in the way it communicates. This concept, known as the communication brand, is considered a vital tool in a brand's larger communication strategy. Brands communicate every day to inform, persuade and further educate about the brand itself and its associated values, services and offerings. Examples of brand communications include billboards, radio commercials, TV commercials, newsletters, online newsletters, reviews, and direct communication with the company through its employees. All these forms of communication are aimed at a larger, more complete image of the brand that the company is trying to promote. The main goal of the communication brand is to build a communication approach that is cohesive, successful and effective.