We have created a short video to explain how we use an iceberg to represent what a strong brand identify ‘looks’ like.
Here, the visual elements of the brand, such as the logo and marketing materials are what can be seen above the water.
This is, however, only a very small element of the overall brand – the vast majority of the iceberg is under the water and can’t be seen, as is the biggest part of a brand identity – the brand’s foundations.
The foundations of a strong brand are made up of the aspirations that the stakeholders have for the organisation, as well as the culture, values and ethos of the business. In addition, the positioning and differentiation of the business help to ensure your business, and therefore your brand, is focused on your target market.