Yes, all decisions.
A fully elevated brand - one that embraces the organization as a whole - easily can identify business opportunities. It's becomes easy to say "yes" to the opportunities that align with your brand and "no" to those that don't.
When your brand is fully elevated and your company is in sync with your brand, knowing what's right for your business becomes second nature. It even goes beyond a logical decision - your company's brand becomes part of you, and decisions become innate and automatic.
Are you using your brand to guide you business decisions? Why not?