Here's something that will surprise you about successful brands: what you see isn't what makes them successful.

Think of an iceberg. The small tip above water gets all the attention, but the massive foundation underwater is what gives it power and stability.

Engagement Message

Name one visible element that sits on the "tip" of a brand iceberg.

The visible "tip" of your brand iceberg includes your logo, colors, website, and advertisements. This is what most people focus on.

But here's the reality: these visible elements represent maybe 10% of what makes a brand successful. The other 90% is invisible to customers.

Engagement Message

Give one example of an invisible element you think fills that other 90%.

The invisible foundation includes your brand strategy, core values, customer experience standards, and company culture.

For example, Disney's visible brand is Mickey Mouse and bright colors. But their invisible foundation is "magical experiences" and obsessive attention to detail in everything they do.

Engagement Message

Can you think of a time Disney's "invisible" brand impressed you?

Here's what happens when companies focus only on the tip: they get beautiful logos but inconsistent experiences.

A restaurant might have gorgeous branding but rude staff. The invisible foundation (service standards) ruins what the visible brand promises.

Engagement Message

Have you experienced this disconnect between pretty branding and poor execution?

Strong brands build their foundation first, then let it guide their visible elements.

Southwest Airlines' invisible foundation is "democratizing air travel through low costs and fun." This drives everything - from their casual uniforms to their playful safety announcements.

Engagement Message

What visual cues show customers that a brand values 'fun and low costs'?

The invisible foundation also includes your brand positioning - how you want to be uniquely positioned in customers' minds.

Volvo positioned themselves as "safety first." This invisible strategy shaped their visible design, advertising, and even which car features they highlighted.

Engagement Message

What invisible positioning drives your favorite brand's visible choices?

Type

Swipe Left or Right

Practice Question

Let's test your understanding of the brand iceberg. Swipe each element based on whether it's visible (above water) or invisible (below water) to customers:

Labels

• Left Label: Visible
• Right Label: Invisible

Left Label Items

• Company logo design
• Website homepage
• Social media posts
• Store interior design

Right Label Items

• Brand positioning strategy
• Core company values
• Customer service standards
• Employee training programs