Companies often overlook using their brand in more places than just ads and news releases, according to Scott Davis, author of “Brand Asset Management.”

For instance, call centers, billing departments, websites and e-mail are all examples of where a strong brand should also be present, he said.

“Every one of these touch points has to be consistent with one another and help to support the brand’s promise,” Davis said, as quoted in the March 20 issue of “Business2.com” magazine.