I’ve been reading a YA book about the Titanic to my daughter and it’s gotten me thinking about icebergs. (Random aside, but did you know that there are photos of the iceberg that likely sank the Titanic? This one is from Wikipedia that is thought to have be taken the following morning.)

But icebergs factor into branding and communications too. The logo is just, to start my metaphor, the tip of the iceberg. It’s the visual expression of your brand.

Only 10% of an iceberg is above the water. The logo is important, the colors and fonts are important. But they will do even better if you can put some thought into the 90% of the iceberg under the surface. The part that people don’t see, but that they feel.

What do I mean when I say “brand?”

I’ve heard a bunch of different definitions of “brand.” One that resonates with me is that your true brand is “what people say about you when you aren’t in the room.”

And if that’s true, then when you think about your “brand” what you need to think about is influencing this conversation through consistent imagery and messaging. In other words, what you do and how you talk about yourself matters.

For example, Linda at the Smallville Historical Society might want to build a brand that positions the historical society as an important community institution that connects Smallville to its past. But she also might suspect that the community sees the organization as a small cabin that is primarily for school tours and not offering much for adults.

This might mean leveling up the design of the nonprofit to look more like the other museums and institutions in town. It might mean using more adults in photos. And it could even mean programming decisions. Linda could put together an exhibit or blog post about “Smallville’s Favorite Speakeasy” during Prohibition for example. The point is, at all levels she would begin communicating differently. The look, the vibe, and the content all shift. And then she’s going to have to keep it consistent until the new brand “sticks” in people’s heads.

In the same way that a prism refracts light through it, the brand acts as a filter for your message when you try to connect with your audience. And the more you think of it that way, the more you can get your new message to stick in the minds of your audience.

There’s a quote from Simon Sinek that comes from the world of business but I think it resonates with nonprofits too: “People don’t buy what you do, they buy why you do it.”

If you can think about the why and lead with that, instead of the how or the what, you are more likely to craft a brand that will resonate with your audience.

Linda could say, “The Smallville Historical society runs a pioneer cabin available for tours. We also have a touring program for schools.” That’s what they do and how they do it.

But if she starts with why, her messaging changes.

“At the Smallville Historical Society, we believe that the past has lessons to teach us. We believe that even with Wifi and smartphones, people today aren’t so different from the people in the 1920s or the 1850s and that their stories can still move us. We believe that our community is stronger if we know where we came from, warts and all. Come step into the past. And find yourself.”

That’s a powerful why.

It’s also a helluva challenge. Because Linda now has to deliver that too! But if you aspire to something more than just service delivery, you have a real chance to make amazing things happen.

What’s so funny is that most nonprofits have this baked into their missions already. We know our why. Most nonprofit missions have lofty aspirations right there in their founding documents. If you haven’t connected with your mission recently and thought about those “extra” words you often ignore, pull it out again. You might be surprised by what it calls you to achieve.

Start with the why.