The Brand Iceberg
The first question I ask business leaders during a branding workshop is “What is a brand?” The most common answer I get is “its the logo”.
Other responses include the company name, the colors, and sometimes their offerings, some say it is how people see us. While these are not wrong, a brand is so much more.
My first slide then shows the simplest and most accurate definition of a brand I have come across. "A brand is a person's gut feeling about a product, service or organization" - Marty Neumeier
The more time we spend going over that definition in our heads, the more clearly one question stands out. 'How do we even begin to influence a person’s gut feeling?'
At this point I move to the next slide that shows the image of an iceberg. The iceberg model of branding shows the fundamentals of building an effective brand. The iceberg is split into its two obvious portions. The section above water is the Brand Identity, and the portion below the water is the Brand Strategy.
Brand Strategy
Your Why
It all starts with your why. What is your company's purpose of existence beyond that of making money? A clearly defined purpose adds credibility to your brand. It gives you something to work towards - a North star. Many founders struggle to articulate their Why. They may have a vague notion in their heads, but find it difficult to put it down in words. Knowing your why helps you define your company’s goal, vision, and core values, which are key to your brand strategy.
Your Customers
Your customers are the reason your business continues to stay afloat. In order to attract the right customers, you need to know exactly what they are looking for. This knowledge helps you evaluate the need for your services or offerings in the market. Once you know the problem you are trying to solve, and who you are solving it for, you can articulate it through your brand strategy and narrative.
Your Competition
Competition is inevitable. You may be the epitome of innovation and be the first mover in your industry. But someone else will catch up real soon. What can you offer your customers that your competition can’t? What can you do better than them? How can you ensure you stand out among all the other options that your customer can choose from? Knowing your unique advantage creates an additional narrative for the brand strategy, and helps you stand apart from the crowd.
Your Offering
Your story is ready. You know your ‘why’ and you understand your customers. You have figured out what sets you apart from your competition. Your story sounds great. The big question is, can you deliver? Will your product or service live up to the fantastic brand story you have developed? Will it add value? Your customers should find it easy to create a positive connection between your product or service, and what they have seen, read, or heard about you.
These are the broad aspects to think about when building a brand. Answering The 12 Golden Questions of Branding gives you the foundation upon which you can build a legendary brand.
Brand Identity
Only once the brand strategy is in place can we begin developing a brand identity system. The logo, the typography, the colors, the visuals, and everything else that people talk about when they think about branding.
For brand strategists, the brand identity cannot exist without the brand strategy. It’s essentially building a house without a foundation. It may be the sexiest house ever built… until the first gust of wind knocks it down.
Just like no two icebergs are the same, no two brands can have the same strategy. It’s a process that requires time and effort, but pays out in the long run.
Remember, a strong enough iceberg can sink an “unsinkable” ship.
A brand is the same. A strong brand can weather the storm.