If you read Fitbrand's blogs more often, you've undoubtedly seen it pass by: the branding iceberg. A - if we do say so ourselves - clear visual that explains how branding works. Of course, there is a clever idea behind this visual. That's why it's good to dive deeper into it. If you are not yet completely familiar with the branding iceberg, we would be happy to explain it to you. As far as we are concerned, the branding iceberg is indispensable in your brand strategy. It is the foundation of your (personal) branding.

There are countless infographics circulating that shout all sorts of things about your strategy or branding. We get it, infographics are hip. But, let's separate the wheat from the chaff. If you're looking for a principle that is really useful, then the branding iceberg is for you. Often, brand strategy is either approached too simply or made far too difficult.

However, this one hits the sweet spot. Simple in design, but oh so strong in terms of grip. The name "branding iceberg" was not chosen by accident. Because your branding ís in a sense like such a floating giant. Because, as with these floating pieces of ice, the foundation of your branding is out of sight: under the proverbial water.

So this system distinguishes to begin with two different categories of your brand strategy, positioning and marketing: the visible elements and the invisible elements. They are very closely linked. How, we'll explain to you in a moment. First, let's take a look at what those individual visible and invisible elements are.

Image - The Branding Iceberg is essential for any business.

The visible elements of the surf iceberg

Starting with the visible elements of the mountain. These are the easily named components because ... well, you actually see them. They include photography, social media, typography, colors, logo, name, website and advertising. All very clear, visible expressions. Of course, these upper layers - the parts above the proverbial water table - are essential to your brand.

Image - The visible part of the branding iceberg focuses on photography, social media, typography, colors, logo design, name, website and advertising.

Photography obviously plays a crucial role in how your brand is perceived. Professional photos that exude consistency and quality can reinforce your brand's identity and create an immediate connection with your target audience. Bad photography is killing. In fact, we're tempted to say: if you can't provide good photography, leave it out as much as possible. Anyway, good photos so, you get the point.

Social media is the stage where brands tell their story and interact with their audience. Choosing platforms carefully and creating engaging content are essential to building an authentic presence. What is incredibly important to remember: you don't "have to be on social media."

It's really quite simple: only go for it if you actually have something to say and make sure you have a solid strategy. Many companies and entrepreneurs experience firsthand how difficult social media can be. When done right, it can bring your brand a lot.

Typography and colors work together to create a visually appealing and recognizable style. They contribute to the overall aesthetic and feel of your brand, creating - if all goes well - a recognizable impression with your target audience.

A brand's logo, name, and website are often the first interaction points for customers. They must be carefully designed/thought out to convey the essence of the brand and be easily recognizable. As with typography and colors, they are especially successful when they convey your intention well: do they evoke in customers what you intend?

Advertising obviously plays a crucial role in increasing a brand's visibility and attracting new customers. In the branding iceberg, it's called advertising, but of course you can safely think of it as marketing as a whole.

The invisible elements of the surf iceberg

OK, the above was probably fairly cut and dried. But, like the boy who sank the Titanic, this proverbial iceberg's foundation (and thus the basis of success and danger!) is out of sight underwater. Out of sight to outsiders, of course, because internally you have to have these parts razor-sharp.

Behind the scenes of the visible elements of branding lie the foundations that give a brand its depth and meaning. These invisible aspects form the core of the branding iceberg and are essential to building an authentic and strong brand. The branding iceberg defines the following "invisible" elements: competitors, customers, customer relationships, purpose (goal), mission, vision, value proposition and positioning.

Image - Below the water surface, competitors, customers, customer relationships, purpose (goal), mission, vision, value proposition and positioning are discussed.

Competitors and customers are in part, of course, two sides of the same coin. Understanding the competition helps a brand stand out, while a deep understanding of the customer makes it possible to accurately meet their needs and expectations.... and thus trump the competition.

Customer relationships go beyond transactions; they build loyalty and trust through consistent and positive experiences. How do you interact with your customers beyond sales? Brands that invest in building strong customer relationships are generally very strong brands. Look, everyone obviously loves customers the moment they buy or take services, but what do you do for them the rest of the time?

A brand's purpose, mission, and vision are, of course, guiding factors. They explain not only the "why" behind a brand, but also what it hopes to achieve and how it sees the world. These elements inspire a brand's strategies and actions.

Value proposition and positioning determine how a brand is perceived in the marketplace and by consumers. A unique value proposition differentiates a brand from its competitors, while effective positioning ensures that the brand stands out in the minds of its target audience.

Why are these elements in the surf iceberg at the bottom? If you ask yourself that question, we say bravo! Because, aren't value proposition and positioning things that are determined on the visible side by consumers? Also. But don't forget that it all starts with how you establish and position your brand. These factors are - more than people often realize - manufacturable and controllable.

So how does the branding iceberg work in practice?

The branding iceberg is more than a collection of individual elements. They are ingredients for a formula for success: the combination of the individual elements creates a recipe for success. Branding is about content and depth, and the branding iceberg shows you in a beautiful way how deep you have to dive to really make an impact.

Image - Get the most out of your brand with the branding iceberg.

On the surface, we have the visible: that sharp photography, the dynamic social media presence, the colors that evoke emotions, and of course the logo that serves as a beacon of recognition. But ... those are all there for a reason, of course. The fact that you can pop on that side has everything to do with the hidden foundation. Under the surface of the branding iceberg lie the invisible forces: the strategic positioning against competitors, the genuine connections you build with customers, and your mission that gives you direction like a compass.

These aspects are not immediately visible to the eye, but absolutely indispensable. Without this foundation, your iceberg collapses like a melting pudding, or floats in an arbitrary direction without control.

When these two worlds - the visible and the invisible - work together harmoniously, you really get the most out of your brand.

Let the iceberg guide you

Let an iceberg guide you? Yes indeed! As we all know, a runaway iceberg is a great danger, but one you steer yourself.... that's a powerful tool. This branding model is central to everything we do because it is so all-encompassing. For example, we can design a logo for clients. This seems like a single operation, but for this the branding iceberg is carefully consulted.

So we make sure the logo has a good connection with all the other components. And of course, it goes without saying that that iceberg is woven into the larger projects such as sessions for a new brand identity or brand strategy.

Do you need help with this? Challenge us, we are here for you.