Branding beyond the surface: what lies beneath?

Ah, branding—a word that gets tossed around more often than false statistics on a distant relatives Facebook page. But what does branding really mean for the success of your business – and what’s really lurking just beyond the surface of marketing’s most faithful buzzword?

Everyone seems to have an opinion on branding, yet few understand what it truly entails. POV: you are Jack and Rose post-coitus onboard the unsinkable as a shimmering splinter of ice slides into view. You can see the tip, sparkling and impressive, but beneath the surface lies a whole world of danger that, if ignored, can rip a hole in even the most robust of vessels.

Welcome to the branding iceberg, where the visible elements of brand identity are just a fraction of what makes a brand truly successful. So, buckle up and find a bigger door to float on, because we’re about to dive deep into the chilly waters of branding, exploring the hidden depths that your business needs to not just survive, but thrive.

First things first, let’s begin with the stuff that everyone can see – your brand identity. The fake tan to a newly elected autocrat, if you will. Unlike number 47’s questionable aesthetic however, your logo, colours, typography, and all those delightful marketing collaterals that make your brand pop, need to look tip-top across the board if you want a fighting chance out there.

But just like Elon at a rally, all that bouncing up and down after too much sherbet can leave you feeling sick. Brands that pour all their energy into the visible aspects of their identity with little thought for much else, might end up with something that looks interesting but lacks substance. Think of it this way: your logo might be as shiny as a new toy, but if it doesn’t resonate with your target audience, it’ll get forgotten faster than Bennifer 2.0.

One of the most important lessons a business can learn from the branding ‘iceberg’ is that all visible elements must work together cohesively. If your logo is all about fun and excitement, your colour palette should reflect that. If you’re marketing yourself as a sleek, professional service, then using bright, playful colours might confuse potential clients. Consistency is key, after all. And let’s not forget about typeface (unfortunately, many do, but that’s another topic for another time). The typeface and fonts you choose to represent your brand need to align with your brand’s personality. An elegant script might work wonders for a high-end boutique, but it’s a big ol’ no-no for a tech startup that’s aiming for a modern, cutting-edge vibe.

In addition, a solid tagline that’s clever, concise and speaks to the heart of your ethos is also a crucial part of your brand identity. It’s your chance to encapsulate what you stand for in just a few words. But remember, much like the infamous “this is fine” meme, a poorly crafted tagline chosen in haste can send your brand into a spiral of confusion. You want something catchy that resonates with your audience and gives them a clear understanding of your brand’s essence – not something that leaves your team visibly cringing every time they’re asked to explain it at a networking event.

Remember, you’re building a brand, not a mood board for a cocktail party. These things should be crafted to last and not scrambled together in a ‘this’ll do’ frenzy.

It’s only by plunging to murkier depths (are you sick of the iceberg analogy yet?) that businesses can get to the strategic elements that ensure an impactful brand and brand strategy is often the unsung hero. Why? Because a good brand strategy is the invisible hand that guides every decision and direction your brand takes. This is the stuff that makes your branding not just good, but great. It includes your brand’s purpose, value proposition, positioning, and everything that ties it all together.

Why should you care about what’s beneath the surface if people can’t actually see it? Because a strong brand strategy gives you a clear roadmap. Or to use more Gen Z appropriate language, it’s your GPS / Google Maps / Waze. Without it, you might find yourself lost in a sea of mediocrity, aimlessly wandering without a clue where to go. Or worse, you might find yourself desperately bargaining with an unscrupulous Sea Witch who would have you trade your true voice for a fleeting stab at recognition. Yes, the underwater analogy’s may now be getting too complex, but you get the point. Without putting in the leg work beneath the surface, you run the risk of things unravelling rather quickly above water.

A well-defined brand strategy helps you identify your target audience, understand their needs, and determine how to meet them. It’s what allows you to tailor your messaging and make meaningful connections. Plus, it helps you dodge the dreaded “identity crisis” where your brand starts to resemble a patchwork quilt of mismatched ideas. For more ideas on how to break the mould the right way, check out our shake up your brand article.

Yes, that subhead was a cheap and easy shot at incorporating another underwater blockbuster into this blog, but it also provides a handy segway into the four key things every business should think about when taking a holistic approach to branding:

• Purpose: First up, let’s talk about purpose. This is the driving force behind your brand, the reason you exist beyond just making a profit. Brands with a strong sense of purpose are more likely to resonate with their audience. They’re like the friend who is dedicated to exposing your awful ex with calculated precision — when you give the people what they want and have fun doing it, you’ll always go far.

• Value proposition: This where you articulate what makes your brand unique. It’s not just about saying you have the best product or service; it’s about explaining why it matters to your audience. What problems do you solve? What needs do you fulfil? Without a compelling value proposition, your brand risks blending into the background noise of the marketplace.

• Positioning: How do you place your brand in the minds of your customers? Are you the trendy, high-end option or the budget-friendly choice? Your positioning will dictate everything from your marketing strategy to your design choices. So, choose wisely, or you might end up as the weird cousin nobody wants to sit next to at Christmas.

• Risk of neglect: Neglecting the hidden depths of your brand can have dire consequences. Without a solid brand strategy, your messaging may become inconsistent, leading to confusion and loss of trust among your audience. If your branding feels scattered, customers are likely to jump ship for a more cohesive option.

So, what’s the takeaway from our branding iceberg? While it’s tempting to focus solely on the visible aspects of your brand identity, it’s crucial to invest time and energy into the strategic elements that lie beneath the surface. Those hidden depths are where the real magic happens, and they can elevate your brand from a ‘meh’ to a ‘YAS queen.’

At Pistachio, we’re not just here to help you put on a shiny exterior. We want to dive deep with you, ensuring your brand strategy is as robust as your brand identity. So, if you’re ready to share the floating door, get in touch with us today, and we’ll help you create a real happy-ever-after.