Your Brand is like a...

ICEBERG

The most significant part of a brand often lies beneath the surface.

What people see above the water – your logo, your website, your ads – that's just the tip. It's important, sure, but it's only about 15% of what your brand really is.

The other 85%, the massive part underwater, is everything else: your purpose, vision, mission, and values. If that 85% isn't solid, if it's built on shaky foundations, that little tip on top isn't going to matter much. 

​A strong brand needs a strong base, because eventually, people will dive deeper and experience the real you. That's what builds trust and loyalty – not just a pretty logo, but a solid iceberg of a brand.

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TREE

In order to provide desirable shade and delicious fruits, the root system must be healthy and planted in fertile soil.

The trunk, branches, leaves, and flowers/fruits - what people see - are collectively your logo, products, website, storefront, employees, brochures, etc. Yes, they must be “delicious and desirable” in order to attract consumers.

​But those things need to be rooted in a strong and fertile foundation. And that foundation is the much needed clarity in your brand’s purpose, vision, mission, and values. Spend time building a strong foundation and watch your brand spread its reach.

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HUMAN

A healthy body requires a robust internal system.

You can put on the best clothes, the most stylish shoes, and the perfect makeup, but if you're not healthy on the inside – if your heart isn't strong, your bones aren't sturdy, and your mind isn't sharp – it won't matter. People will see right through it.

​A brand is the same way. You can have the sleekest logo, the most engaging website, and the most persuasive ads, but if you don't have strong values, and a clear purpose, vision and mission, it's just a facade. People will sense the inauthenticity and move on.