A few years ago, I was invited to give a talk at a design company. While preparing, I asked the CEO a simple question: “Since I’m not a designer, what would you like me to talk about to your team?” He thought for a moment and said, “Rather than using the language of design, I’d like you to talk about branding from your point of view.” In that moment, I knew exactly what message I wanted to share—that branding is not a design term. The word “branding” only began to gain widespread use in Korea fairly recently. In the early 2000s, it was often treated as a subcategory of marketing or design. Projects like “let’s redesign the logo,” “let’s update the color system,” or “let’s create a unified design manual” were all casually labeled as branding. The reason for this misunderstanding is simple—because what people immediately see of a brand is often design. Logos, symbols, packaging, and advertising visuals are eye-catching and easy for consumers to recognize. That’s why many business leaders and practitioners have equated branding with design. But the process of engraving a brand into people’s hearts is far more complex. The exterior may catch the eye, but what captures the heart is the philosophy, attitude, and lived experience behind it.

Of course, no brand faces the public without design. Just as no shop exists without a signboard, design plays the role of a brand’s first impression. Logos, colors, forms, and symbols serve as the “sign at the door” of a brand. That’s why design matters. But it is not enough. Branding is the entire process of defining a brand’s unique value and creating fans who resonate with and become passionate about that value. So let’s consider how we become fans of someone. It’s rarely about appearance alone. Their way of speaking, values, behavior, and worldview shape how we feel about them. No matter how attractive someone may appear, if their actions lack consistency or fail to resonate, we lose interest. The same applies to brands. Design is the appearance. Branding is the person’s attitude, belief system, and way of life.

Yes, appearance draws the eye. But catching attention and creating affinity are two very different things.

Still, many people today interpret branding as “creating a beautiful logo and symbol,” or “defining a unique color and font system.” While these are necessary tasks, they fall under “brand design” or “visual identity design” more accurately. The term “branding” encompasses a far broader scope. It is the process of building a brand’s philosophy and identity. Why does this brand exist in the world? What does it stand for? What kind of experience should it deliver? How should it interact with customers, and with what attitude? Only through this process does a brand acquire its unique image and value. Design is a tool to visually express that value—it cannot replace the foundation.

A brand does not gain attention in the market simply because it is visually appealing. What people remember is the value and experience the brand delivers beyond aesthetics. Think about Apple. Yes, Apple’s minimalist design is undoubtedly elegant. But the real reason people remember and choose Apple is because of the philosophy at its core. The spirit of “Think Different,” the innovative mindset, and the user-centered approach are what set Apple apart. Its beautiful product design is simply one way of expressing that philosophy. I personally admire the brand Patagonia—not because the logo is attractive or the product design is exceptional. What draws me is their deep commitment to environmental responsibility. Their founder, Yvon Chouinard, even donated his ownership stake to environmental causes. That conviction is what drives people to love and support Patagonia. Their famous New York Times ad, “Don’t buy this jacket,” says it all. No one could view Patagonia as just another stylish outdoor brand after reading that message.

< Image source: Patagonia >

During my talk, I told the designers, “You may be the people who create the clothing of the brand, but you cannot ignore the body and attitude of the person wearing it.” A person can dress well. But if their behavior and attitude don’t match the outfit, it feels awkward. Likewise, if a brand lacks a coherent philosophy, experience, and value proposition, even the most beautiful design will feel hollow. In fact, many companies undergo “rebranding” by simply updating their logo, fonts, and colors. But we must ask: does that truly make the brand more appealing?

Let us redefine branding. Branding is the act of delivering a consistent brand value across all touchpoints where the brand meets the world. It starts from philosophy and extends to product, service, customer interactions, and social engagement. In other words, branding is not just about what is seen—it is about designing an entire way of being. Design is part of that journey. An important part, but not the whole. Just as we don’t judge a person by appearance alone, we cannot define branding by design alone. At the end of the lecture, I urged the designers once more: “Do not view branding only through the lens of design. Design is simply the first face of the brand. Branding goes much deeper and much wider. People do not remember brands by their logos alone. They remember the attitude, experience, and philosophy that the logo represents.”

In other words, rather than only refining your outward image, think more deeply about how you communicate your beliefs, what experiences and actions will resonate with others. People do not remember a brand solely for its visual appearance. That’s why branding is not a design term. Design may be a necessary condition for branding, but it is never a sufficient one. And I hope we can all take that to heart.