Design is not limited to one aspect of a brand, such as a logo. Innovators, such as the late Steve Jobs, realized just how expansive design could be.

“The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.”

In other words, the goal of Apple’s design sense is to reinforce the essence of its brand: to be user-friendly. Inviting. Intuitive. Uncomplicated.

Simple.

The lesson we have all learned from Jobs, and from the company he created, is that design impacts every aspect of the user experience. Everything about Apple is designed to elicit a feel of simplicity and accessibility. The website is easy to navigate. The stores invite you to play with their products. The packaging is minimal yet evokes “oohs” and “ahhs” when you open the box. Even Justin Long’s “Mac” character from the “I’m a PC and I’m a Mac” television commercials seems like the guy you’d want to have a beer with.

I’ve heard that “content is king” these days. No offense to the wordsmiths out there (after all, this is a blog filled with words), but the look and feel – the impression made by design – is playing a more prominent role in how brands are perceived. With so many different ways people can interact with a brand these days, online to offline, big screens to little screens, consistency … and simplicity … are truly king.

While the things you say and the stories you tell are certainly important, just remember your brand should be recognized without anyone hearing or reading a word.

By design.