The Picture explains the model of a business that's building a brand.
1.) Leadership/ vision
2.) Quality of staff / Team
3.) Quality of Product
Chris states that "Design is the language that supports the strategy that promotes the product, which is imagined by people that believe in the vision."
In other words, the vision/ leadership is the heart and soul of the brand and will drive the design. Graphic designers help the visionary communicate the message to the public. So what can design not do?
Design alone can not build your brand.
Design can attract customers and clients but if your product or service is bad then your brand will suffer. It will not suffer because of design but because of the internal workings of your business.
Please check out the complete article and you decide.