When building a brand, it's important to think of an iceberg - only the tip is visible above the waterline, while the majority of the iceberg exists below the surface.
The same is true for brands - the parts we see, such as a logo or tagline, are the most celebrated and understood, but they are only the tip of the iceberg.
A logo, for example, is often thought of as the most identifiable expression of a brand, but it's important to remember that a logo is not a brand. A logo is simply a symbol of a brand. It's the representation of the brand, but it's not the brand itself. The brand is the underlying foundation that the logo represents.
The foundation of a brand includes the values, mission, and promise of the organization. It includes the customer experience, the quality of the products or services, and the reputation of the company. These elements, while not as visible as a logo, are the foundation of the brand and play a crucial role in the overall perception of the brand.
When building a brand, it's important to focus on the foundation, not just the logo. This means understanding the target audience, identifying the unique selling proposition, and creating a consistent message and visual identity. It also means investing in the customer experience, creating high-quality products or services, and building a reputation for excellence.
One of the most important things to remember when building a brand is that a brand is a promise. It's a promise to deliver a consistent experience, to live up to certain values, and to provide a specific level of quality. It's important to deliver on that promise and to continuously work to improve and evolve the brand.