Build a brand to sink the Titanic, or get peed on by a passing polar bear

substance over style

First things first, if your brand is an iceberg with solid strategic foundations, it’s impressive. It’s got depth, it’s got mass, and it’s got the kind of presence that makes other brands go, “Oh, wow, let’s not mess with that.”

This kind of brand knows what it stands for. It’s not just about selling stuff; it’s about selling a belief, a vision. It’s the kind of brand that, if icebergs could talk, would say, “I’m here to change the world, one frozen chunk at a time.”

But then, there’s the drift ice brands. These are the brands that just latch onto the latest trend or shiny thing like a desperate limpet. They initially come on strong with charm, energy and charisma, but pretty soon it’s clear there’s not much below the surface, and really it’s all about them and what they can sell you.

These brands have the strategic depth of a puddle in the Sahara. They’re not changing the world; they’re just floating along, hoping the current takes them somewhere nice, like a beach resort for ice.

finding clarity

Now, ask yourself, is your brand the kind that’s got a mission statement so convoluted, even you need an Enigma Machine to understand it? Are you trying to be everything to everyone, like that one friend we all have who claims they love every type of music, including ‘Pirate Metal’ and ‘Witch House’? (Yes, these are real music genres. Look them up if you don’t believe me) If so, you might just be drift ice. And drift ice doesn’t get invited to the cool parties. It’s just slowly melted by global warming and the occasional polar bear wee.

But fear not! Even if you’re currently more drift ice than a formidable, Titanic-sinking iceberg, there’s hope.

Start by asking the hard questions, like, “Where are we actually going?”, “Who is coming along for the ride?” and “What do we stand up for?” Get to the core of what your brand stands for, beyond making money and being vaguely ‘disruptive’. Because let’s face it, the only thing most startups disrupt is their founder’s sleep pattern.

Build your brand like an iceberg. Have a massive, unseen foundation of strategy, values, and purpose. That way, when people see your brand, they’ll know there’s depth there, not just a fleeting trend that’ll melt away with the next change in the weather.

So, is your brand an iceberg or a bit of drift ice? If it’s the latter, maybe it’s time to stop floating aimlessly and start building something that’ll make people sit up and take notice. Or, at the very least, something that won’t get peed on by the local wildlife.