Last but not least - at all! Your brand is the sum off all your activities, your products, your people … anything your company can be seen with shapes your brand.
From the presentation in the store, on your website, in your online store, at a trade show to the (of course not existing) grumpy person on the support team. This all defines your brand. Ok, some aspects are more important than others. But important they are all. 

Take care of your brand. Because it is bigger than your products and services. Remember, when all your assets should get lost … your brand remains!