When brands are treated as an asset, companies begin to see the power of branding, including what it can do for them. Branding goes beyond the execution of advertising and logos, touching practically every area of an organization—from internal employee communications and operational facilities to dealerships, the Web, as well as the products and services that are being sold. Branding is about how your business motivates a consumer to make a purchase.

Until recently, companies have been pulling back from branding programs in order to cut marketing costs. However, recent economic instability and consumer skepticism is causing companies to reevaluate their position on branding investments. To remain competitive and profitable, companies need to focus on reconnecting with their customers through branding.

Consumers relate to a business through its use of branding. They carry a particularly strong emotional tie to personality oriented branding, such as in the Martha Stewart lines or the Oprah media venues. Operational facilities— moving trucks, chain restaurant decor, and specific sales force behavior—also serve as an extension of the company’s personality or brand and are typically a customer’s first interaction with a brand. A brand speaks loudly about what a company stands for. Recognizing this, businesses are taking a closer look at these areas as they reinvest in what is becoming their most important asset.

At a recent AMA Executive Summit for Marketing and Sales Leaders, branding experts debated the role of branding in sales and marketing. They offered the following concepts as a touchstone for good branding practices. Panelists included: Karl-Heinz Kalbfell, SVP Marketing, BMW Group; Gary Elliott, VP Brand and Marketing Communications, Hewlett-Packard; David Riemer, VP Marketing Initiatives, Yahoo! Inc., Mary Anne Gillespie, SVP North American Sales, Oracle Corporation; and Dave Sutton, CEO, Zyman Marketing Group.

When companies treat their brands as an asset, this commitment can create a more effective and unified organization. More and more companies are aligning their corporate strategy and goals, internal and external communications and operations behind their brand to help drive revenue and increase customer loyalty.