Yes, it is right. True story. Be aware, you are emotionally engaged every minute of the day.
In fact we are all emotionally engaged with businesses and brands every day in our lives. Starting with choosing our favorite coffee or tea brand, clothes, cars, busses passing us, walking down the street seeing shop windows without the purpose of shopping we are all effected and influenced by every single thing we see. And once you enter a shop looking for products or services every single type of emotion can arise in you. Retailers cannot please everyone but can reduce the possibilities of any kind of disappointment and aim for influencing people in a way that they become customers from that engagement or return at a different time.
starting a brand has the excitement of unknown http://www.entrepreneur.com/article/77408
building a brand has got its advantages http://www.marketingdonut.co.uk/marketing/marketing-strategy/branding/ten-ways-to-build-a-brand-for-your-small-business
being a strong brand has its power http://www.marketingdonut.co.uk/blog/2011/10/powerful-branding-getting-you-more-right-sorts-clients
All are hard, hard to start, hard to build but hard to keep too.
Read this interesting article about this amazing topic. Have fun! More to follow.