INDUSTRIAL DESIGNERS: you’re just the icing, not the whole cake

These two coolers do the same job. One sells for $350, the other for $75. The difference isn’t really performance, it’s perception. One is seen as premium gear. The other is just a cooler.

That perception IS the brand. And brand is shaped by design, story, service, and tone. Every detail, not just the logo.

Chick-fil-A vs McDonald’s is another example. McDonald’s has more locations and longer hours, yet Chick-fil-A earns more per store, a lot more. Not because the food is better, but because people trust the experience. It feels more consistent. More considered.

Someone will always build a better product. That’s not the point. What lasts is the trust people have in the company behind it.

Designers build that trust. Not just through aesthetics, but by creating clarity, consistency, and focus. That’s what makes products feel intentional, and what turns them into brands people care about.

If you’d proudly give it as a gift, it’s probably a brand. If you wouldn’t, it’s just a product.

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