Branding Iceberg – What People Doesn’t See About Branding

Branding is often misunderstood and many think that it is only what you see. For example, logo, colors, typography, style, etc. But it’s not just that. There’s a lot more that goes when designing a brand. We’re talking about its positioning, goals, message, strategy, psychology, marketing, design, and a whole lot more wrapped up together. In this post, Dain Walker, Brand Designer, and content creator talk about the “Branding Iceberg”, what is the tip of the iceberg, that people think a brand is, and what is below the surface, that actually counts but only a few can see. Let’s have a look.

Word From Dain:

Branding is very often misunderstood and for good reason, it’s bloody complex stuff, we’re talking about strategy, art, design, psychology, marketing all wrapped up into one ideology. So branding if you would like to open your mind is a library of things working together as a single organism.

To be the most effective brand that you can possibly be, you must incorporate all of these together to form a strong bond with your audience and consumers. Without it, your iceberg is likely going to melt among the hot and noisy marketplace we exist within.

This is by no means the entire game-plan but it’s a rough map of things you can take time researching to strengthen your online presence. Essentially you want to build your brand from beneath the surface first as this will shape your companies visual appeal.

Branding Iceberg

A Brand Is Just Like An Iceberg

People Think A Brand Is Only What They See

Branding On The Surface

It’s What’s Below That Counts

Branding Below The Surface

• Internal Branding
• Brand Positioning
• Brand Character
• Brand Communication
• Brand Goals

Internal Branding

Internal Branding

• Brand Proposition
• Purpose
• Vision
• Mission
• Core Values

Brand Positioning

• Audience
• Brand Differences
• Competitor Analysis

Brand Character

• Brand Personality
• Brand Voice

Brand Communication

• Core Messaging
• Brand Story
• Brand Name
• Tagline
• Brand Promise

Brand Goals

• Goals & Targets

External Branding

Internal Branding

• Logo Design
• Typography
• Color
• Style Guide

Corporate Stationary

• Business Cards
• Envelopes
• Letterhead

Marketing Collateral

• Flyers
• Brochures
• Posters

Brand Communication

• Core Messaging
• Brand Story
• Brand Name
• Tagline
• Brand Promise

Brand Goals

• Goals & Targets

Make Sure You Build The Whole Iceberg

Did you find the post helpful? If so, please check out Dain Walker’s on Instagram. And share some love by sharing this post with someone who might be interested in the topic.