Meet the founder of the Iceberg Theory.

As a young journalist, Ernest Hemingway had to focus his newspaper reports on current events with no context or interpretation.

Who the hell is Ernest Hemingway..?

Well, if you don’t know, he is the American Writer who coined the Iceberg Theory. His adventurous lifestyle in public earned love from the later generations.

He retained his minimalistic style of writing focusing on the surface elements rather than articulating underlying ideas.

There is no room for confusion in Hemingway’s writing style that the audience have to wait for the lurking truth below the surface of the story.

The deeper message of a tale should shine through explicitly rather than being obvious on the surface.

What made me discuss Hemingway’s Iceberg Theory..?

Hello, we are here to learn about business branding. And many of you believe that branding is What you see, but it’s beyond that.

So as with Hemingway's writing style people see the surface of the story but the real truth is hidden behind it.

Master The Art of Storytelling and stick your audience to the surface of the story.

What people see on the surface is only a portion of what’s lying beneath..!

We see a big fat tree outside relishing the fruits and flowers is the fraction of what’s underneath is.The most powerful part of any tree, none other than the Roots.

Big problems can have small roots similarly small problems can have deep roots.

Let’s give it a shot..!

Ever got a sight of an Iceberg. Don’t panic, if you haven’t. Today you’ll get a chance to peep inside the Iceberg. Be ready for that..!

Spill Brand and Branding with me...

You are an entrepreneur or have relations with business then in some or the other way you may have come across the word “Brand”. Have you..?

Do you know enough about the brand..? You may know, but ever got confused between brand and branding. Maybe you did..!

Okay, take it easy..! I’m here to hold your hand before you fall from the cliff. Clarity is the key to successful business.

The perception of a product, company, or individual possessed by the audience is Brand. Most of us have a misconception about it. Brand is much more than a logo design, an elicit asset of the company.

Branding is not a style or logo representation. It signifies the FEELINGS of the customers towards the company’s recognition.

Your brand is built by the perception of your audience. And branding the action you lay to build your brand.

Hmm..! Cut the long story into short: Branding for Business

• Designing your company’s logo
• Establishing your Brand tone
• Turning on the Ad Campaign

Be consistent and Stand out in the crowd, trust me branding will help you out.

How Branding is directly related to Iceberg Theory..?

Brand is just a name and how you sell it is branding. Got it buddy..!

The thing you see is not all, there is a portion which lies underneath the surface. And this is true to some extent with branding too.

The upper portion of the Iceberg brings you the logo and visual identity of the brand that represents the nub of what people see on the surface.

Dealing with problems on their surface level is insufficient. It’s not done at all..! Really you have to dig into the real cause behind it.

Change your perspective and try to look back on it. Doing this job you’ll be able to pick the root reason. Things you can’t see apparently, doesn’t mean they didn’t exist.

Attention doesn’t hurt anyone, isn’t it..!

You should put a lot of effort in developing a powerful brand. It’s gonna attract more attention to your business. You may engage your audience by following Effective Social Media Tips for Small business.

Don’t underestimate the power of branding. Jump over the opportunity and build a strong brand.

A company with no consistent branding is unlikely to stick in the memory of a customer for a long period of time.

It might happen that the customer is not ready to go with your product or service immediately. But they’ll reach you again if they are influenced by your branding.

Come Straight to the Point…

Branding Iceberg is like a beautifully wrapped pastry. The top part is covered with frosting and inside deep layers of sponge and cream.

Iceberg branding for business is fucking complex to understand. Many of you out there, believe this only.

It’s not true, cause I’m a savage to you right now..! Let’s start breaking it down for better understanding.

What People See: Above the Water

Your audience just sees a small reel of the entire movie. Things happening below the surface fundamentally accelerate the components above the water.

A unique spectrum of activities differentiates your brand. If a brand were a human, how it looks, how its behaviour is and how its voice sounds matter the most.

The brand possesses an identity is a reason it’s recognizable to the customers easily.

1. Logo: Visual Identity

Branding for business requires the visual identity of the brand which labels the audience. The logo has the power to express your brand essence to those who visualize in the virtual space.

Logo directly communicates with your audience with no voice. It is the magic of visual identity.

Designing, the most crucial part of the logo. You should design it in a way you want to be viewed by your customers.

Remember the logo is the face of your company and the establishment of your brand. Visuals are created to convince the audience.

Visual traits such as typography, image, style, font, colour palette are used to speak for your brand. Mission, vision, values, products & services, culture, technology, marketing are the real pillars of a brand but they are hidden underneath the surface.

An ideal logo is memorable at one glance only. Let’s walk to the backstage of logo creation.

2. Mark

The most recognizable part of any logo. It is supposed to capture the entire company in one single take. It appears in the form of symbols, pictograms in the design.

Shape, size, colour theory being the support system for it. The viola factor of logomark is they subconsciously communicate with the vigilant.

3. Name

Words directly define the brand. It focuses on the elegance of typography and clarity. People admire the brand name and recognize how easy it is to read.

The letters must be readable to your audience across distances. Many of the high profile brands use custom letters or fonts to strengthen their name.

4. Strapline

A must element in a logo is strapline or locally called tagline. It provides extra butter to the visual identity. Either slogans or catchy lines are paired with the brand name.

A Strapline may be moulded in such a way that it a couple's the nature of the business or inks the innovative idea behind the formation.

5. Colour

Colour tells the entire story about your brand. It defines the message you want to convey. The theory of colour can alone sell the product or service and can elevate your brand identity.

Colour attacks on the visibility of the audience. Every colour has its own sentiments such as Red colour activates excitement, love and on the other hand, the White colour symbolizes beauty in peace.

Magic of COLOURS Sells the Product, true or false..? What do you think..?

6. Fonts

Fonts serve the key visual identity of any logo. It’s the most visible and readable part of the logo. Fonts have a typeface serving the brand’s tone and values.

High ticket clients create their own custom fonts to shine among the competitors.

7. Styles

There's a famous saying that if brands were people then their visual identity is their style. The style of the logo triggers the positive emotion of the audience.

The style of logo manages the insight of the sales. The audience gets influenced by the style of the logo. Is it a contemporary or orthodox style..?

Style makes the brand Popular. Show your Clever Creativity dude..!

What people think: Below the Water

As I stated earlier, a small part above the surface is visible to your audience but the root of it remains underneath the surface.

The visual identity of a brand is revealed to the viewer, they see the logo which drives the message and purpose of the company establishment.

Trying to generate future business, focus on branding today. Trust me, start right now..! A well-established brand can boost your company’s value.

Investors are more tempted to invest in your projects. A powerful brand can do wonders and generate new business.

And this is not possible without watering the roots behind the surface. The logo is the face of the company but the formation of structure is contributed by its values, vision, customer experience, technology, products or services, message and purpose.

Who You Are..?

Every business works unconditionally breaking all the barriers but many of them forget to define Who they are..?

1. Brand Vision

• How should your brand move forward..?
• How will your customers perceive your brand..?
• Where would your company stand in future..?
• What makes your brand unique..?

It is identified by brand vision. It creates an impact on your brand effectively. Concentrate on your future plans, I’m sure your brand will assist your customers. Show how your brand can INFLUENCE your customers.

2. Brand Mission

What is the company’s purpose..? The mission of your company must be defined clearly to everyone associated with your brand.

The clarity in mission brings customers confidence in your brand. If it's inarticulate it brings misconceptions in customers, they just don’t know what to expect from you and your brand.

The brand mission should grip your customers. It strives to achieve the brand’s goals and objectives.

3. Brand Value

A brand value speaks about the idea and goal behind the formation of the company. Brand identity is based on how consumers identify your brand.

Apply the brand values appropriately and see the magic in your company’s culture. It would be reflected in your brand.

Your brand’s value should be candid while also being competitive and distinct from other brands.

What Do You Do..?

The reason behind doing anything in your company is to generate sales of products or services. How innovative is your business..?

Doesn’t matter how unique and creative your face is, you’ll have competition always. Be ready for that..!

How will you differentiate yourself from others.?

Set your unique brand identity. But how can I do that..? Chill, I’m here for you only..! Believe me or not, your product or services can do this.

Products and Services

Does your product or service solve a problem..? What is unique in your product or service..?

Your audience will affect your decisions at the time of brand identification. If people don't connect with your brand then it makes no difference in the world how best your product or service is offered to them.

Fit your customer in your bottle. Don’t allow them to scatter anywhere else. Build your product or service in a way that serves a reason to be purchased by your customers.

The tighter that fit is, the more you'll be able to embed your brand in people's thoughts and convert them into loyal customers.

How You Do It..?

Companies that don't believe in building Culture and Customer Experience, do they grow fast..?

Yes, of course, they’ll succeed but a little slower than the businesses adopting customer experience and culture. Why is it so..?

Because your culture affects every single decision you make in your organisation. Culture and Brand both are interconnected. One’s deed is reflected onto the other. And you all will agree that experience is everything.

1. Culture

The concept of culture might get overlooked. Some of the organizations say it's a waste of time, we shouldn’t do that..!

Your Brand is Your Culture

Brand and Culture reflect each other. They have a direct relationship among themselves. The brand is the DNA of a company. The brand is born in Culture.

Management decisions are affected by the Culture of a company. Good company culture leads motivation to the employees. Motivated employees turn 10x more prospects into potential customers.

Authenticity matters the most...

Build brand and culture together in an authentic way. Set boundaries to meet the customers demands and fulfil them in reality.

Business culture and brand demonstrate the company’s commitment to customer pleasure. The company is genuine.

2. Customer Experience

Get an amazing Customer Experience and decorate your plate..!

Customer experience is a recollection of impressions on a brand. Review of your audience can make or break relationships.

How was your date..?

A good date pops the cherry and gives you a long-term relationship. A bad date is a disaster for your relationship that might turn into an immediate Break-up.

The same goes with branding, First Impression is the Last Impression on your customers. At the end of the day, customer experience is one thing a company must be waiting for.

How Do You Communicate It..?

1. Key Message

Have you ever had Stage Fear..?

You know what, like human beings brands too have stage fear. Is it hard to believe..? But it’s true, man..! Attention doesn’t hurt anyone.

A brand message is not just words. They convey the aim behind the establishment of your company. A brand message should appeal to the customer’s heart over their head. Okay, that’s difficult to achieve..!

Go slow on a rough road..!

Why brand message is created..?

The brand message is a mini-statement that defines Why the brand is important..? How it is unique from others..? How well does it communicate about your company..?

How to craft a Brand Message..?

• A little market research before dotting your message.
• Whom you are talking to and for what..?
• Look back to your success stories.
• Define your tone of voice..?

2. Tone of Voice

Make your brand’s tone memorable to everyone out there. It would help you in connecting with your audience. Brand tone reflects your personality too. It makes you unique from others.

When we talk to a person over a call, we are able to identify his mood from his tone. People communicate their feelings through their voices that they are Angry, Happy, Sad, Excited.

• How does your Brand communicate..?
• How does your audience understand your message..?

Be consistent with your overall tone of voice. It will help you to be recognised by your targeted audience. Even if they don't see your company’s name and logo, they’ll recognise you.

Why do I need a Tone of Voice..?

• Increases Emotional Connection with your audience
• Strengthen Trust among the customers
• Consistency increases the Revenue of the company
• Build Perception of your brand

How should I decide my Tone of Voice..?

Take your first step, understand who your audience is and determine how you can reach them. The second is to identify your brand’s values.

3. Brand Positioning

An increase in Brand Relevancy is all possible with brand positioning. Marking a point in the minds of your customers by properly using Brand Positioning.

What do you expect from your audience, when they see your brand..? Position your brand and make it desirable, clear and unique from your competitors.

4. Marketing

The 4Ps of the marketing mix: product, pricing, place, and promotion are all part of a company's marketing strategy (the advertising behind the organisation).

Because your company's strategy should include and implement your brand values, plans, and other critical features, it connects to the brand iceberg.

Make it happen, baby..!

Combine innovation, creativity and market vision to boost your branding for business. Creating a timeless brand fulfils the business objective.

If your brand identification is humorous and has a witty tone then your space will be informal. And today, people love to listen and talk informally.

Must Ask questions from YOURSELF before shaping your Brand Iceberg.

• Why do you have a business..?
• What you are serving to your customers..?
• What is your USP..?
• What solutions are you going to deliver to your customers.?

It would be easy for you to create a brand iceberg after answering all the questions. Which is your favourite part of the brand iceberg..?

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