Experience refers to the customer impressions which influence how they think of a brand across every stage of the customer journey.

Experience captures the totality of a customer’s journey as he/she engages with your brand. From the first point of contact through the purchase and beyond, experience encapsulates key areas such as functionality, feedback, satisfaction, and execution. 

Your experience is tied directly to your brand, offering several points of contact for a prospect or customer to generate positive (or negative) feelings about his/her customer journey. The best experiences set up customers to become repeat buyers or, even better, advocates of your brand, spreading the word and encouraging others to enter your sales funnel. 

References

https://www.merriam-webster.com/dictionary/branding

https://en.wikipedia.org/wiki/Branding

https://www.ama.org/topics/branding/