Design in the context of the brand is branding. Branding is the design master plan for how to express the brand in the product.
Branding means, to carry out a coherently formed language that presents a brand's value attitude, that transfers onto the consumers in using the product and that they want to identify with.

The goal becomes to present an attractive value and mindset that lends to the brand a perceivable success formula that becomes alive in the actual product experience.