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The B2B Brand Strategy Iceberg: Strong Foundations for Long-term Success




Every brand project we undergo with our clients usually begins with helping them understand the deep foundations that every company brand needs to have. You can think of your brand like an iceberg, with its most profound and influential components hidden beneath the surface.


As the tip of the iceberg represents a brand's visual elements, such as logos and style guides, there is a real depth of information that shape a brand's identity and perception. In this blog, we'll explore the B2B brand strategy iceberg and shed light on how the internal brand, positioning, and brand expression work together to communicate your brand's essence effectively.



Screenshot from WIOSNA's recent Growth Tribe webinar. Watch it here - https://vimeo.com/849131149

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 brand will struggle to find its voice and establish a genuine connection with its target audience.


Internal Brand: Shaping the Company Culture

The internal brand represents the essence of a company and is embedded in its culture, guiding employees in their daily interactions with clients and each other. A strong internal brand fosters a sense of pride and unity among employees, as they feel aligned with the brand's purpose and values. This internal alignment ultimately translates into consistent and authentic external communications, resulting in stronger relationships with clients and stakeholders.


Positioning: Carving Your Unique Space in the Market

Positioning is about differentiating your brand from competitors and carving out a distinctive space in the market. It defines how you want your target audience to perceive your brand and why they should choose you over others. A well-crafted positioning strategy helps your brand stand out, allowing it to effectively address the needs and pain points of your audience. This clarity in positioning strengthens your brand's voice, setting the stage for successful brand expression.


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

The visible elements of a brand expression are akin to the visible tip of the iceberg. These elements translate the internal brand and positioning into tangible communication tools that interact with your audience. The brand expression represents how your brand speaks, what it says, and how it delivers its message.


Name: Your Identity's First Impression

A powerful and resonant name acts as the first point of contact with your audience. It should embody your brand's essence, be easy to remember, and create a lasting impression. A well-chosen name can instantly evoke emotions, build recognition, and leave a mark in the minds of your target audience.


Messaging and Tone of Voice: Consistent Communication

The messaging and tone of voice are essential in shaping how your brand communicates with its audience. A consistent and well-defined messaging strategy ensures that your brand's voice remains clear and recognizable across all touchpoints. The tone of voice should align with your brand's personality, evoking the desired emotions and responses from your audience.


Slogan: A Memorable Expression of Your Brand Promise

A well-crafted slogan condenses your brand's promise into a succinct and memorable expression. It serves as a powerful tool to reinforce your positioning and create a lasting impression in the minds of your audience.


The Visible Peak: Brand Visuals

Finally, we reach the visible peak of the B2B brand strategy iceberg - the brand visuals. Represented by elements such as logos, style guides, and UI/UX design, these visual components are the tangible manifestations of your brand identity. However, they are only truly impactful when built upon the solid foundation of internal brand, positioning, and brand expression.


In the realm of B2B branding, understanding the iceberg metaphor is essential to unlock the true potential of your brand strategy. The internal brand and positioning, along with the brand expression, serve as the profound and influential elements that shape your brand's identity and communication. Brand visuals, while essential, are merely the visible peak that draws attention to the deep and powerful strategy beneath. By crafting a holistic brand strategy that encompasses the entire iceberg, you can create a B2B brand that resonates with your audience, fosters loyalty, and makes a lasting impact in the market.


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