brand a glossary
of terms
brand
brand architecture
brand audit
brand communication brand differentiation
The brand is everything that is
your business, it is not your logo!
The brand serves as a promise of
the service, standard and care your
business will deliver to its customers.
Working out how your products
and services are identified and how
they fit together, parent branding,
sub-branding etc (see also monolithic, endorsed and bouquet.
Finding
out
all
your
communication elements including,
internally from staff inductions
and contracts to customer facing
elements including signage, website,
emails etc. The audit evaluates
whether everything is on brand and
conveying the correct messages in
the correct style.
Identifying the communication
channels, and how the brand will
be used through all mediums
to reinforce the values and the
customers reasons to purchase and
stay loyal to your brand.
Differention requires a digging
deep to find out what makes
your brand different from your
competitors and more appealing
to your customers. Provides focus
and foundation for messaging and
communication.
brand engagement
brand equity
brand essence
brand extension
brand guardians
The process of communicating
the brand and the reasoning for its
direction to all employees. If handled
correctly the brand engagement
process will mean all staff become
brand ambassadors and have a
thorough understanding of what the
business does and the benefits to
the customer.
The intangible value that is
created in the brand. This is
something which lies in the hands
of your customers. The way they feel
about your brand and their loyalty
of staying with your brand and not
using your competitors. They might
pay a premium because they want
to have your brand (think high street
brands over super saver in-house
ranges).
The heart and soul of your brand.
A combination of both immotional
and rational benefits of the brand.
The very reason your customers
buy your brand E.G. Apple - Think
Different.
Using the reputation and current
perception of a brand to launch a
new product or service to market
(see monolithic)
An appointed person who
oversees
how
the
brand
communication is deployed and that
everything internally and externally
stays on brand. They are usually
people within the organisation or
the brand communications agency
responsible for developing the
brand strategy.
brand guidelines
brand matrix
brand mission
brand personality
brand positioning
The concise development and
publication of everything the brand
stands for collated in one place.
From tone of voice and photography/
illustration to reproductive guidelines
for type and the logo.
The development of specific
matrices to map solutions to
questions. This visualisation requires
setting two axis with opposing
positions and placing the solution to
it’s desired position in relation to it’s
competitors.
How the brand intends to make
the vision happen. This is the plan
and practical steps that are needed
in place to achieve success.
The unique characteristics of your
brand. If the brand was a person
what kind of person would it be and
how would they look, talk, react and
interact with the people they meet.
Defining where your brand sits in
its specific marketplace in relation to
your competitors brands.
brand strategy
brand values
brand vision
brand triangle
brand workshops
The plan for how your brand will
be seen and communicated, where
and who to, the plan to bridge the
gap between business objectives
and customer experience.
The core principles by which
your brand stands by, if your values
are caring, intimate and friendly
then these values guide how your
customer experience is defined
when they interact with your brand at
all stages of the sales process (presales, sales and post-sales).
The
aspirations
and
the
desires for the brand, what as an
organisation you want to achieve
featuring your point of difference
(see brand differentiation).
The base of the triangle, is a
focused answer to the customeroriented question, “If I engage in
a relationship with you, what can I
expect?”, this is the brand promise.
The answer is the essence of your
brand at the top of the triangle.
Bespoke sessions developed to
ask the right questions and define
answers that can be used to develop
a deeper understanding of the
brand, its essence and its strategy.
bouquet branding
endorsed brand
monolithic brand
kit of parts
tone of voice
The sub-brand sits independently
from the parent brand and abides by
it’s own set of values and has its own
vision.
The parent brand sits alongside
the individual logo of the sub-brand.
The parent brand provides equity
as with the monolithic brand but the
sub-brand has it’s own identity.
Using the parent brand to create
sub-brands. This approach means
the sub-brand uses the parent brand
as an endorsement and are always
linked together when seen.
All the elements that add up to
creating a strong visual identity and
reinforcing the brand personality.
Elements of teh kit of parts commonly
include; colour pallete, typographic
styes, photography, illustrative style,
logo type, logo mark.
The style of language you use to
articulate the brand. Developing the
right tone of voice to communicate
effectively to your customers
and supplyers reinforcing your
brand values (closely linked with
developing the ‘brand personality’.
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