Every branding project we do with our clients usually starts with helping them understand the deep foundation that every business brand must have.

You can think of your brand as an iceberg, with its strongest components hidden beneath the surface. While the tip of the iceberg is the visual elements of a brand (logos and style guides), there is a real depth of information that shapes a brand's identity and perception.

In this blog, we'll explore the iceberg of B2B brand strategy and how internal brand, positioning, and brand expression work together to properly communicate the essence of your brand.

The Foundation: Internal Brand and Positioning

At the heart of every successful B2B brand lies the internal brand and positioning. This foundational element defines the brand's purpose, values, mission, and personality.

It is the driving force behind the brand's decisions, actions, and interactions with its audience. An in-depth understanding of the internal brand ensures that every aspect of the brand expression aligns cohesively with its core identity. Without this solid base, a B2B brand will struggle to find its voice and inspire interest or action from its audience.

Internal Brand: Shaping the Company Culture

The heart of any successful B2B brand is its internal brand and positioning. This fundamental element defines the brand's purpose, values, mission and personality.

It is the driving force behind the brand's decisions, actions and interactions with its audience. A deep understanding of the internal brand ensures that every aspect of branding is coherently aligned with the core identity. Without this solid foundation, a B2B brand will struggle to find its voice and capture the interest or activity of its target audience.

Positioning: Carving Your Unique Space in the Market

Positioning is about differentiating your brand from competitors and securing a distinctive place in the market. It defines how your target audience should perceive your brand and why they should choose you over others.

A well-crafted positioning strategy helps your B2B brand stand out from the competition and enables it to effectively address the needs and problems of your target audience. This clarity in positioning strengthens your brand's voice and sets the stage for successful branding.

The Expression: Name, Messaging, Tone of Voice, and Slogan

The visible elements of a brand identity are something like the visible tip of the iceberg. These elements translate the internal brand and positioning into tangible communications that interact with your audience. Brand expression shows how your brand speaks, what it says, and how it conveys its message.

Name: Your Identity's First Impression

A meaningful and memorable name is the first point of contact with your audience. It should embody the essence of your brand, be easy to remember and leave a lasting impression. A well-chosen name can immediately evoke emotions, create recognition and imprint itself in the minds of your target audience.

Messaging and Tone of Voice: Consistent Communication

Messaging and tone of voice are critical to the way your brand communicates with its audience. A consistent and well-defined messaging strategy will ensure that your brand's voice remains clear and recognizable across all touchpoints. The tone of voice should match your brand's personality to build trust with your prospects, customers, and other stakeholders.

Slogan: A Memorable Expression of Your Brand Promise

A well-crafted tagline summarizes your brand's promise in a concise and memorable phrase. It serves as a powerful tool to reinforce your positioning and bundle your offer in an easy-to-understand line.

The Visible Peak: Brand Visuals

Finally, we reach the visible tip of the B2B brand strategy iceberg - the visual elements of the brand. These visual components, represented by elements like logos, style guides, and UI/UX design, are the tangible manifestations of your brand identity.

They can be impressive, but the ones we remember most are only truly impactful when built on the solid foundation of internal brand, positioning, and brand expression.

In B2B branding, understanding the iceberg metaphor is critical to unlocking the true potential of your brand strategy.

Internal brand and positioning, along with brand expression, are the deep and influential elements that shape your brand's identity and communication. While the visual design of the brand is important, it is only the visible tip that draws attention to the deep and powerful strategy underneath. By developing a holistic brand strategy that encompasses the entire iceberg, you can create a B2B brand that resonates with your audience, fosters loyalty and has a lasting impact on the marketplace.

Want to know more about this topic? Watch WIOSNA's free brand positioning masterclass on Growth Tribe.