The iceberg of branding: why a logo is just the start
Picture an iceberg. You know, the classic image: a small tip of ice poking out of the water, with a massive, hidden chunk lurking underneath. That’s your brand.
When people first think about branding, they often focus on the tip – the logo. And while a logo is essential, it’s just a tiny piece of a much bigger picture. A logo is like a calling card, the first impression introducing your business. But it doesn’t tell the whole story.
Mosst Homes – logo
Below the surface lies your brand identity – the colours, typography, imagery, and tone of voice that all work together to express who you are and what you stand for. It’s how your business looks, sounds, and feels to the outside world.
Mosst Homes – brand expression example
Mosst Homes – brand collateral example
However, your brand identity is still just part of what makes up your brand. Dive deeper, and you’ll find the hefty stuff:
Your purpose – Why does your business exist? What are you here to do?
Your values – What do you stand for? What’s non-negotiable?
Your audience – Who are you here for, and what do they care about?
Your customer experience – From first contact to post-sale support, how do people feel when interacting with you?
Your reputation – What do people say about you when you’re not in the room?
Although these elements might not be as visible as your logo, they make your brand feel solid and trustworthy. Without them, even the best logo risks feeling shallow or disconnected.
So, if you’re considering a logo (or a visual identity), I encourage you to pause and consider the bigger picture. What do you want your brand to be? Do you want people to feel when they encounter your business? These questions guide a great logo and brand identity to stand for and help your brand make a lasting impact.
Mosst Homes – brand messaging example
If you’re unsure where to start, I’m always happy to help steer the ship (or, in keeping with the iceberg theme, keep you from hitting one!). Get in touch – let’s make your brand something that’s not just seen but remembered.
