The Above-the-Waterline Stuff Can Tell Your Brand Story Much of strategic branding (positioning, differentiation, focus, brand personality, voice and tone, etc.) happens below the waterline—you know, where customers and prospects can’t necessarily see. But here’s an example of how purposeful branding and forethought can help tell your brand story by infusing your above-the waterline elements into the stuff customers and prospects CAN see. Your trade dress—as it’s often referr