A1 term

• Audio BrandingAudio branding is the use of sound to make a brand recognizable, through sonic logos, music, voice and the small sounds a brand makes wherever it shows up.

↑

B14 terms

• Brand AlignmentBrand alignment is the state in which a brand's messaging, visuals, behavior and values all say the same thing, everywhere people meet it.
• Brand ArchitectureBrand architecture is the structure that defines how a company's brands, sub-brands and products relate to each other and to the parent.
• Brand AuditsA brand audit is a structured review of how a brand presents itself and how it is actually perceived, across every touchpoint, used to find what is working,...
• Brand AwarenessBrand awareness is how many people in a target audience recognize a brand, or can recall it unprompted when they think of its category.
• Brand DevelopmentBrand development is the ongoing work of defining what a brand stands for, giving it a voice and a look, and growing it consistently over time.
• Brand EquityBrand equity is the commercial value a brand holds beyond its products, built from recognition, trust, loyalty and the associations people carry in their heads.
• Brand GuidelinesBrand guidelines are the documented rules for how a brand looks, sounds and behaves, so that everyone who makes work in its name makes it the same way.
• Brand IdentityBrand identity is the designed system of logo, color, type, imagery, voice and motion that makes a brand recognizable everywhere it appears.
• Brand PerceptionBrand perception is what people actually think and feel about a brand, built from every experience, message and rumor, whether the brand intended it or not.
• Brand PositioningBrand positioning is the specific place a brand chooses to occupy in its audience's mind, relative to its competitors.
• Brand StorytellingBrand storytelling is the practice of expressing what a brand believes through real narratives, people and moments, rather than through claims about the...
• Brand StrategyBrand strategy is the long-term plan for what a brand stands for, who it is for and how it will be distinct from everything else in the category, set before...
• Brand VoiceBrand voice is the consistent personality a brand expresses in its words, so that everything it says sounds like it came from the same character.
• Business Core ValuesBusiness core values are the small set of principles a company commits to, which guide its decisions, its culture and the way its brand behaves.

↑

C1 term

• Corporate BrandingCorporate branding is the work of building the identity and reputation of a company as a whole, as distinct from the brands of the products it sells.

↑

I1 term

• InstallationsAn installation is a physical work built for a specific space, such as a store, an event or a public site, that lets people experience a brand rather than...

↑

K1 term

• Key MessageA key message is the single most important thing a brand wants its audience to understand and remember from a campaign or a piece of communication.

↑

L1 term

• Logo DesignLogo design is the craft of creating the mark that identifies a brand, built to be recognizable at any size, in any medium, for years.

↑

M3 terms

• MerchMerch, short for branded merchandise, is the clothing and objects a brand makes so that fans can wear, use and show off their connection to it.
• MessagingMessaging is the framework of what a brand says about itself and how it says it, used to keep every campaign, page and conversation consistent.
• Mission StatementA mission statement is a short declaration of what an organization exists to do, for whom, and why it matters.

↑

N2 terms

• NamingNaming is the process of creating the name for a company, product or service, chosen to be distinctive, memorable and legally ownable.
• Naming and MessagingNaming and messaging is the verbal identity work that creates what a brand is called and what it says, so that it is introduced and remembered the same way...

↑

P2 terms

• Packaging DesignPackaging design is the creation of the containers, labels and unboxing experience for a product, combining structure, graphics and strategy to sell it on...
• Personal BrandingPersonal branding is the deliberate shaping of how an individual is seen professionally, through what they say, make, share and stand for.

↑

R1 term

• RebrandingRebranding is the deliberate change of a brand's identity, positioning or name so that how it looks and speaks matches what it has become or wants to be.

↑

S3 terms

• Spatial BrandingSpatial branding is the practice of expressing a brand through physical space, from stores and showrooms to windows, events and offices, so that people...
• Start-Up BrandingStart-up branding is the work of creating a young company's identity, from its positioning, name and voice to its logo and visual system, so it can...
• Sub-BrandsA sub-brand is a brand that lives under a parent brand with its own name, identity and audience, while still drawing on the parent's reputation.

↑

T3 terms

• Tagline CreationTagline creation is the craft of writing the short, memorable line that sums up what a brand stands for and travels with it across campaigns.
• Tone of Voice GuidelinesTone of voice guidelines are the documented rules for how a brand sounds in writing and speech, so that it stays recognizable whoever is writing.
• Typography DesignTypography design is the craft of choosing and arranging type so that words are easy to read, carry the right tone and look like they belong to one brand.

↑

V2 terms

• Value PropositionA value proposition is a clear statement of the benefit a brand delivers, who it is for and why it is better than the alternatives.
• Visual IdentityVisual identity is the set of visual elements, logo, color, typography, imagery and layout, that makes a brand recognizable before a single word is read.

↑