DICTIONARY · CATEGORY 2 OF 15
Branding
What a brand actually is, as distinct from a logo, and the parts of it a business can deliberately decide.
35 terms
The perception people form about a business, product or organisation.
The deliberate process of shaping how a brand is perceived.
The visual and verbal system people use to recognise a brand.
The long-term plan for building a distinctive and valuable brand.
The space a brand deliberately occupies relative to competitors.
The experience or value a brand commits to delivering.
The broader reason a brand exists beyond making money.
The future a brand wants to help create.
What a brand does and who it exists to serve.
The principles that guide how a brand behaves.
The human characteristics associated with a brand.
The consistent personality expressed through a brand's words.
How a brand's voice changes according to context.
The visual elements that make a brand recognisable.
A visual mark used to identify a brand.
A logo consisting primarily of the brand name in distinctive typography.
A logo built from one or more initials.
The colours consistently associated with a brand.
The fonts and typographic rules used by a brand.
Rules explaining how a brand should be represented consistently.
The narrative explaining where a brand came from and why it exists.
Using narrative to make a brand more memorable and meaningful.
The extent to which people recognise or remember a brand.
The ability to identify a brand from its visual or verbal cues.
The ability to remember a brand without being shown its name.
The commercial value created by being known, trusted and preferred.
A customer's tendency to repeatedly choose a particular brand.
The confidence customers place in a brand's promises and behaviour.
Making a brand meaningfully distinct from alternatives.
Changing significant elements of an established brand's identity or positioning.
Updating a brand without fundamentally changing what it stands for.
Deliberately building a recognisable professional reputation around an individual.
How an organisation is perceived as a place to work.
A partnership where two brands appear together in an offering or campaign.
The system governing relationships among multiple brands and products.
Every term in this category has a full page: what it means in plain English, what to know, why it matters, common mistakes and FAQs.