THE BRAND ICEBERG
THE BRAND ICEBERG: UNVEILING WHAT LIES BENEATH
When we think of a brand, the first things that come to mind are usually its logo, tagline, or product design—elements that are immediately visible to the public. However, just like an iceberg, where the majority of its mass is hidden below the surface, a brand's true essence is mostly unseen. This concept is known as the "Brand Iceberg."
ABOVE THE SURFACE: THE VISIBLE ELEMENTS
The tip of the iceberg represents the external aspects of a brand—the visual and tangible elements that consumers interact with regularly. These include:
Logo and Design: The logo, colour scheme, and overall visual identity of a brand.
Product: The physical or digital products that a brand offers.
Advertising: The promotional content that shapes public perception, such as commercials, social media campaigns, and print ads.
Customer Experience: The direct interactions customers have with a brand, whether online or in-store.
These elements are crucial, as they create the first impression and often drive initial consumer interest. However, they are only the surface of what makes a brand truly powerful.
BELOW THE SURFACE: HIDDEN DEPTHS
Beneath the surface lies the larger, less visible portion of the brand iceberg. These deeper elements are the foundation upon which the visible aspects are built, and they include:
Brand Values and Mission: The core beliefs and purposes that guide the brand’s actions and decisions. These are the principles that the brand stands for and strives to uphold.
Company Culture: The internal environment and shared behaviours within the organisation, which influence how employees represent the brand.
Customer Relationships: The emotional connection and trust that a brand builds with its audience over time, often through consistent and authentic interactions.
Reputation and Legacy: The long-term perception of a brand, shaped by its history, reliability, and the consistency of its actions.
Strategic Vision: The long-term goals and direction of the brand, determining where it’s headed and how it plans to grow.
These elements, though not immediately visible, are what truly define a brand’s identity and resilience. They shape how the brand evolves and adapts to changes, influencing everything from product development to marketing strategies.
THE IMPORTANCE OF UNDERSTANDING THE BRAND ICEBERG
For businesses, understanding the brand iceberg is essential for long-term success. Focusing solely on the visible elements might attract customers initially, but it’s the submerged aspects that sustain loyalty and create lasting value. Brands that are aware of and actively cultivate their deeper elements are more likely to build strong, enduring relationships with their customers and thrive in a competitive market.
The brand iceberg concept is a reminder that a brand is much more than what meets the eye. The visible parts may draw attention, but it’s the hidden layers that carry the true weight of a brand’s identity, guiding its journey and ensuring its longevity.
HOW TO STRENGTHEN YOUR BRAND
We work with B2B brands to help them understand, build and deliver their ‘brand iceberg’. From brand definition and commercial strategy initiatives to external and internal brand comms activity. We help our clients stand out in their B2B marketplace and build greater brand equity and authority - helping shape a progressive and productive brand