In this modern time design is very big factor for promoting any products. A nice brand design is means possibility of selling any program quickly. For example some chocolate company just make design for the kids so that kids can be attractive on it , now thing is that kids dont have money but they want chocolates parents can not ignore it, So in this way i think brand design is very important for selling any product.
Steps like, you can make a logo for a brand coz brand represented by logo so good logo design can be more useful for promoting or selling things. That's all what i know, this might be help you a little bit.