Take notes, this is simple and true.
Designers are not brand experts. The reason is, your brand has a creative component to it, but your logos, color options, font or anything that goes into the visual side of your brand is only a part of what your brand is.
In fact, your brand ultimately is what you, up front, decide you want to be known for, and then doing what you need to do to build that reputation.
A brand is created in part by the up front work of using any and all forms of communication to make claims or assertions about yourself that represent the initial notion of what you determined you want to be known for.
THEN the work begins to actually make it so that the way people perceive you is precisely the way you want them to.
In other words, you make the claim, and then you have to back it up.
The imagery alone doesn't create a brand. It creates a psychological link to the things you want to be associated with, and the way you deliver on the promises you make.
You want to be known as a cost-effective super reliable car. Then you build it, and deliver on your promise. Then you become Toyota.
You want to be the thought leaders in business strategy. Then you design your service firm and deliver on your promise. Then you become McKinsey.
You want to be known as a restaurant who delivers food fast, at a low cost. You start your restaurant and deliver on your promise. Then you become McDonald's.
A brand isn't just what you say you stand for or what you want to be seen as. Your brand is what you actually stand for represented by your actions and ability to execute on the promises you make your customers.
Brands are not products or services. Brands are what people associate with your products or services. People associate with you that which you consistently promise, and consistently deliver
Trust is a huge component of your brand in that people trust you to keep your promise.
Transparency is a huge component of your brand because people want to know what to expect from you.
Integrity is a huge component of your brand because people want to know that you accurately represent what you are, and nothing more.
Creative designers, since they cannot help you with the execution, are limited only to contributing to using visuals to deliver the promise and develop the things you want to be associated with.
You are responsible for the most important part. Keeping the promise.