Branding should work closely together with UX in an agile product development process. Both have great methods that combined help to build better products.
During product research, ideation, design and development teams focus on UX while Branding often comes in during marketing of a product. Product and brand designer often work at different tables or even in different organizations. I think they should join forces in an agile way from the beginning on. Branding needs to sit next to UX at the product design table.
Why? Both fields offer complementary design methods and I’ll give an example below. Complementary because both approach the same goal — great product — from different angles and ask complementary questions along the way. Yet being separated by time and space takes away the opportunity for them to join their forces. This results most times in branding an already designed product, which is never as strong as when brand and product are one experience.