Your brand is one piece. That means, it is connected to every component of your company. You can’t think about branding in isolation. You need to think about your operations, your distribution, your customer service, your financials.
It is like your body. It is one piece. You cannot just think about your face. You need good a diet, rest, exercise to look good. You can’t look very good when you have diarrhea. Yeah, it’s a stupid example, but you get the idea.