It’s a standing joke around here when family visits a coworker or newcomers excitedly tell their parents they got a job in a design firm. Inevitably the next question is, “Do they really know what you do?” You usually get that sideways smirk with a negative nod and within minutes people are sharing their own stories. Comments like, “You draw pictures right?” or “I know, you make things on the computer,” aren’t uncommon at all. The complexity of design is often missed because our job, if done well, is to make things simple and easy to understand. Despite design’s rich history, not everyone knows or appreciates its impact on their daily lives. I don’t think the majority of people commonly consider design when holding a fork or loading laundry in a new front loading washer. The part that innovation plays in evolving what we do and how we do it day-to-day is amazing when you do stop to think about it. Design is about function and purpose. If it’s successful, in a sense, it almost disappears or becomes an afterthought. Within our industry, I believe the benefits design brings to business are probably well understood, but the process to achieve them is not. Recently I picked up a book by Alina Wheeler entitled Designing Brand Identity. It’s a great resource for anyone interested in the process of brand development and is outlined with wonderful visuals and quotes by notables in the design industry that support the thinking. What I love about it most is that it’s straightforward, yet doesn’t over simplify the necessary steps to achieve the best possible results. It’s clear that great design takes smarts, hard work and diligence. Because I work with this type of information every day, Wheeler’s book has become a valued reference for me. I refer to it in my own writing and have encouraged our designers here to spend some time with it themselves. Many of the concepts we try to convey can be difficult for some people to understand. This book helps bridge that gap.One of the most important things we bring as designers is the ability to develop solutions that connect with people on an emotional level. We can do this not only because designers are problem solvers but because they have the ability to present the solution with insight, objectivity and creativity. Design is receiving much recognition as a catalyst for driving success in the marketplace. You hear a great deal about designers finally being invited to sit at the business table. What we need to remember is that the seat at the table will remain open to us only if we continue to make our role clear and communicate the value we bring to business in the form of solutions. It’s no longer just about designing artifacts. It goes deep into understanding and impacting the customer’s experience, shaping perceptions and communicating effectively — to friends and all.