Purpose – This paper aims to outline the approaches used by the UK Design Council to embed design and innovation capability in small businesses. Design/methodology/approach – Case studies of Design Council programmes are outlined and the design methods, tools and processes used to embed design-led innovation are explored. These are grouped under five headings: vision and strategy; brand and identity; product and service; user experience and innovative culture. Findings – The paper finds that programmes which use design thinking, design mentoring and co-creation to help companies develop innovation capacity result in tangible business benefits. Originality/value – This overview of design methods in practice creates a compelling case for the strategic deployment of design-led innovation.