Are Graphic Designers brand management experts?

This question was posted by a brand development professional in one of my branding groups recently. Meant to gather some perspective and insight from experts in the field, at first glance, the true or false question seemed obvious enough. But as I began to scan through a variety of differing opinions, I felt it deserved a fair answer.

Obviously, I was a little more bias towards the designer side of the equation given my early beginnings in this business. I went to school to become a designer, learning the art of typography, color and the basic principles of design. But all throughout my collegiate experience, most of the assignments were judged more of the basis of aesthetic qualities and visual communication strength. I'm confident that most learning institutions have advanced since my days in better equipping students to think more strategic and beyond the mere graphic aspect of a logo mark.

Branding is much more than a logo today. That said, many of the most memorable logo entities that have enjoyed long-lasting shelf lives have achieved that longevity not necessarily on the merit of the logo design itself. But I would argue that the long term equity of those brands have been the result of the constant voice and experience that the brand has created over time. And I'm guessing by and large most would agree with that statement.

Today brand management has become an art in and of itself. Marketing sophistication, media tactics and really more than those, today's consumer has evolved to a level of savvy that far exceeds anything that we could imagine 30 years ago. Some suggest that logos and brand names are merely the identifiers or symbols and not the brand itself. "What would a consumer miss if a brand disappeared?" Would the product, experience and benefits outweigh the power of the logo or brand image in the mind of the consumer? Don't misunderstand, every brand has to have some form of representation, but could the representation exceed the limitations of the brand icon itself? I believe that it can and has for many of today's mainstream brands, i.e. Nike, Amazon, Food Network, etc. Apple as a perfect example. Today's iPhone product, experience, and innovation has become an iconic brand image in and of itself. Now you might say that this product is merely an extension of the Apple brand, and that sits well with advertising and branding professionals, but as for the general consumer, they are more consumed in the power behind this product than the little icon that happens to be it's label.

Granted, the iPhone is an extreme example. We're not talking about your typical consumable goods like shampoo and toothpaste, but every brand has a voice and creates a degree of unique experience in order to compete in today's ever increasing, over-communicated noisy world. And it is vital to have a clear (and concise as possible) understanding of the positioning, message and experiential benefits that a brand represents. So back to the original question, "Are graphic designers brand management experts?" Unless a designer wades further out into the deeper recesses of branding, I think it would be difficult to say that they are. Yes, they can certainly offer solid design implementation policies that will protect the integrity of the brand, but to fully realize the management responsibilities of a brand's voice and experience goes well beyond the PMS color specifications, usage rules and font families. Will the title "graphic designer" ever achieve that level of expertise in today's brand world? I'm not going to say that it can't happen, but doubtful. I have had the privilege of working with a number of talented and very intelligent designers over the years, some of which have evolved to a more complete understanding of brand development. But throughout my career, I have gained greater understanding when engaged in collaboration with varying disciplines coming together to define and establish the strategy, target audience, message, vision (today and tomorrow's), and the overall experience that a brand should achieve.  

So for all of the young (and old) graphic designers aspiring to become true brand management experts, think beyond the disciplines of your own trade. Surround yourself with a team of diverse brand mavens that can help inspire and achieve a level of sophistication that every brand must have in order to succeed in today's world.