What’s Hidden Below the Surface? A Look at the Branding Iceberg

As a web designer who uses the word branding constantly, I can totally understand that the word itself can seem like a buzzword. So, today I want to take that buzzword and turn it into your business asset. Think of branding like an iceberg.

While the tip of the iceberg is the design we can see, like logos, colors, fonts, and photography, that only accounts for 10% of your branding. These external elements are known as your brand identity and it’s how your customers can recognize you in a sea of competitors.

But how do you develop your brand identity? Well, that’s where the other 90% of your brand comes from. 

Your strategy. 

It sits below the surface and includes your brand mission, vision, values, personality, voice, goals, audience, messaging, positioning, attributes, experience. 

These are the internal elements of a brand and while your audience can’t see them, they can absolutely feel them. Your internal brand elements are the foundation that holds up the above-the-surface elements.

Many business owners focus on the tip of the branding iceberg only.

But that’s their downfall.

They end up with pretty aesthetics but no customers. That’s because a brand without strategy isn’t fully whole. And can never have the impact it desires.

That’s why every brand and website project I work on starts with a discovery process. The goal is to dive deep, ask penetrating questions, and discover truths that reveal how your company as a whole makes a distinctive contribution in the marketplace. 

The results of this process provide a solid foundation for brand development that will influence the overall project direction.

Ready to create a brand that your target audience can not only see, but identify in a crowd of competitors? Get in touch and let’s discuss what’s possible in a free consultation. I can’t wait to hear from you!