Designers don't only draw anymore

I had an opportunity to talk with a director of a design consultancy. My question was how people who have business background can contribute in the agency, and he explained there are so many tasks designers are not good at. However, my impression from his answer is that designers are not just involved in drawing anymore. They need to think about experience of users and it is also true in terms of branding. Some other classmates are interested in branding, so they ask him about branding, then he told us that no one talk about branding itself, but experience.