When you think of branding, the first things that come to mind are probably your logo, website, ads, and social media posts. These are important, but they’re only half the story. True branding goes much deeper.
Picture an iceberg. What you see above the water is only a small part. Beneath the surface lies a massive structure that supports everything above it. That’s how branding works too. The visible parts—the logo, visuals, and website—are just the surface. What really matters is what’s underneath: your brand strategy.
What everyone sees
The brand elements most people are familiar with:
- Logo – Your brand’s visual signature.
- Visuals – Colours, fonts, and images that represent your brand.
- Website – Your online home where customers learn about you.
- Ads – Messages that get your brand out there.
- Social Media – How you connect and engage with your audience.
These are all essential, but they can’t be executed effectively without a defined Brand DNA.
Beneath the Surface
Underneath it all is where the magic happens.
- Purpose – Why your brand exists, beyond just making money.
- Vision & Mission – The future your brand aims to create, and how you’ll get there through daily actions.
- Brand Positioning – How you want your brand to be seen and remembered.
- Brand Story – The narrative that communicates who your brand is, what it stands for, and why it exists.
- Brand Beliefs & Attributes – The DNA of your brand. It guides everything you do and ensures your brand stays consistent and true to itself.
- Tone of Voice – Choice of words and overall communication style that communicate your brand’s personality and values.
- Target Audience – Knowing who you’re speaking to and what they need.
- ESG Proposition – How your brand makes a positive impact on the environment, society, and governance. It’s not just about what you sell, but how you operate and contribute to a better world.
Dive Deeper
Think of your brand blueprint as your brand’s DNA. It’s vital. Without it, the visible parts might look good, but they’ll lack substance. A strong brand blueprint ensures that your brand isn’t just skin-deep but has real depth and meaning.
Branding isn’t just about what people see. It’s about what’s beneath the surface. A solid brand positioning and narrative gives your organisation the strength and substance it needs to stand out.
At Firebelly, we help brands go beyond surface level. Let’s dive deep and discover what makes your brand truly special.
