Everything you need to know about brand definitions, branding terminologies and buzzwords
Feeling lost in the vast space of branding jargon and buzzwords? Many businesses find themselves frustrated and confused by the complex terminology surrounding branding. But is all this confusion intentional?
Not to worry. We, the helpful space-sages at Libra Noctis have compiled an exhaustive brand glossary of jargons and terminology to help clarify what those big words mean.
Definition
GLOSSARY
/ˈɡlɒs(ə)ri/ – noun
list of definitions and explanations of key terms or specialized vocabulary used within the text to help the reader understand unfamiliar or technical terms.
Index
- Brand Definition
- Brand DNA (Blueprint)
- Brand Identity
- Brand Strategy
- Brand Activation
- Branding Kit
- Brand Equity
- Brand Management
- Brand Extension
1. Brand Definition
A brand is like the personality of your business—it’s what sets you apart from others in the same market. Think of it as the heart and soul of your company, giving it character and making it memorable to your customers.
2. Brand DNA (Blueprint)
Your brand DNA, or blueprint, is like the master plan for your brand’s success. It’s made up of your core values, mission, and vision, providing a roadmap for how you want your brand to be perceived and experienced by others.
Here are some of the aspects that make up the Brand DNA (Blueprint):
a) Brand & Business Assessment (Audit)
Assessing your brand and business is like taking a step back to see the bigger picture. It’s about evaluating where you currently stand, what’s working well, and where there’s room for improvement. It’s a crucial process for guiding future decisions and strategies.
b) Vision
Your vision is like the guiding star that illuminates the path forward for your business. It’s your big-picture goal, the ultimate destination you’re aiming for. Having a clear vision helps keep you focused and motivated, even when the journey gets tough.
c) Mission
Your mission is like your business’s purpose—it’s the reason you exist beyond making a profit. It’s about the impact you want to have on the world and the difference you aim to make in the lives of your customers and community
d) Business Story
Your business story is like the narrative essence that brings your brand to life. It’s the journey you’ve been on, the challenges you’ve overcome, and the values that drive you forward. A compelling business story helps forge connections with your audience and creates a sense of authenticity and trust.
e) Brand Performance
Brand performance is like the spotlight on a stage—it’s how well your brand shines in the eyes of your audience. It’s about metrics like brand awareness, perception, and loyalty, while business performance focuses more on financial metrics like revenue and profit. Think of it as the difference between how your brand is perceived versus how your business is doing financially.
f) Brand Story
Your brand story encapsulates your Business Story and visually story-tells it into heartwarming tale that captivates your audience and keeps them coming back for more. It’s the narrative that weaves together your history, values, and aspirations into a compelling journey that resonates with your customers on a personal level.
3. Brand Identity
Brand identity is like the unique fingerprint that distinguishes your brand from all the others out there. It’s the combination of visual elements, messaging, and values that convey who you are and what you stand for. Think of it as the personality that sets you apart in a crowded marketplace.
a) Visual Identity
Visual identity is like the wardrobe for your brand—it’s how you dress up and present yourself to the world. It encompasses everything from your logo and color scheme to your typography and design style. A strong visual identity ensures consistency and makes your brand instantly recognizable.
b) Visual Communication
Visual communication is like the story-telling your brand uses to speak to its audience. It’s the art of conveying messages and emotions through images, graphics, and design elements. Whether it’s a logo, an advertisement, or a website, effective visual communication grabs attention and leaves a lasting impression.
c) Brand Personality
Brand personality is like the human traits that give your brand its distinct character and charm. It’s the emotional connection you build with your audience through traits like sincerity, excitement, or sophistication. Just like a person, your brand personality shapes how others perceive and relate to your brand.
4. Brand Strategy
Brand strategy is like the roadmap that guides your brand’s journey through the ever-changing landscape of the market. It’s the big-picture plan that outlines your brand’s goals, target audience, and key messages. With a solid brand strategy in place, you can navigate challenges, seize opportunities, and steer your brand towards success.
Strategy > Plans > Tactics > Opportunities
a) Brand Positioning
Brand positioning is like finding the perfect spot on the crowded dance floor—it’s all about standing out and making your mark. It’s how you carve out a distinct space in your customers’ minds and hearts, highlighting what sets you apart from the competition. With strategic brand positioning, you can stake your claim and capture the spotlight.
b) Brand Message
Your brand message is getting to the point – What you are trying to get across. It’s the essence of your brand distilled into a simple, memorable statement that resonates with your customers and leaves a lasting impression.
c) Brand Promise
Think of your brand promise as the golden ticket to your customers’ hearts – it’s the commitment you make to deliver a consistent, high-quality experience every time they interact with your brand. Whether it’s exceptional service, innovative products, or unbeatable value, your brand promise sets expectations and builds trust.
In other words – what benefits the target audience?
d) Slogan & Tagline
Your slogan or tagline is like the catchy catchphrase that sticks in your head – it’s the short, memorable phrase that sums up your brand’s essence or value proposition. Whether it’s witty, inspiring, or straight to the point, your slogan or tagline is the verbal hook that captures attention and reinforces your brand message.
But what is the difference between the two?
– Slogan is an abridged version of your Brand Promise
– Tagline is an abridged description of your Brand Message, Brand Positioning, or your company’s description
e) Brand Experience
Brand experience is like the journey your customers take from the first hello to the final farewell—it’s every touchpoint, interaction, and encounter they have with your brand. Whether it’s browsing your website, visiting your store, or interacting with your customer service team, every moment shapes their perception of your brand. By crafting a seamless, memorable brand experience, you can delight customers, foster loyalty, and leave a lasting impression.
5. Brand Activation
Brand activation is like throwing a party to celebrate your brand—it’s all about bringing your brand to life and engaging with your audience in meaningful ways. Whether it’s through events, promotions, or experiential marketing campaigns, brand activation creates buzz, builds excitement, and fosters connections with your customers.
6. Branding Kit
Your branding kit is like a toolbox filled with everything you need to maintain a consistent and cohesive brand identity. It includes all the essential elements like your logo, color palette, typography, and brand guidelines, ensuring that every piece of communication reflects your brand’s personality and values.
Here are the components that makes up the Branding Kit:
a) Brand Guide (Corporate Identity System)
Your brand guide is like the rulebook that sets the standards for how your brand should look, feel, and behave. It’s a comprehensive document that outlines ‘How-to-use’ your brand’s visual identity, including guidelines for logo usage, typography, color palettes, and more. By following your brand guide, you can ensure consistency across all touchpoints and reinforce your brand’s identity.
b) Logo
Your logo is like the face of your brand—it’s the visual representation that instantly identifies your business and sets you apart from the competition. Whether it’s simple and iconic or intricate and detailed, your logo communicates your brand’s personality, values, and essence in a single glance.
c) Typeface & Fonts
Your typeface and fonts are like the voice of your brand—they convey your brand’s tone, style, and personality through written communication. Whether it’s bold and commanding or elegant and sophisticated, choosing the right typeface and fonts is essential for creating a cohesive and memorable brand identity.
d) Visual Language
Your visual language is like the dialect of your brand—it’s the unique combination of colors, imagery, and design elements that define your brand’s aesthetic and style. Whether it’s sleek and modern or warm and inviting, your visual language creates a distinct visual identity that resonates with your audience and reinforces your brand’s message at a glance.
e) Corporate Colors
Your corporate colors are like the signature hues that paint the canvas of your brand – it’s the carefully curated palette that evokes specific emotions, associations, and perceptions. Whether it’s bold and vibrant or soft and muted, your corporate colors play a crucial role in shaping your brand’s identity and creating a memorable visual impression.
7. Brand Equity
Brand equity is the currency of your business’ trust and reputation—it’s the intangible metric asset that reflects the value and strength of your brand in the eyes of consumers. Whether it’s through positive associations, customer loyalty, or premium pricing, brand equity determines how much your brand is worth and how successful it is in the marketplace.
These are the areas that of what Brand Equity comprises of:
a) Brand Recognition & Awareness
Brand recognition and awareness are like the spotlight shining on your brand—they’re the extent to which consumers recognize and remember your brand when they encounter it. Whether it’s through advertising, marketing campaigns, or word-of-mouth, building brand recognition and awareness ensures that your brand stays top of mind and stands out from the competition.
b) Brand Recall (Top of mind)
Brand recall, also known as top-of-mind awareness, is like being the first name that comes to mind when someone thinks about a particular product or service category. Whether it’s through memorable advertising slogans, distinctive logos, or consistent brand messaging, achieving top-of-mind recall ensures that your brand is the go-to choice when consumers are ready to make a purchase decision.
c) Brand Loyalty (Customer Retention)
Brand loyalty is like the bond between old friends—it’s the deep and enduring connection that customers feel towards your brand, keeping them coming back time and time again. Whether it’s through exceptional customer service, high-quality products, or meaningful brand experiences, fostering brand loyalty ensures that your customers stick with you through thick and thin.
There are many other terms for this, such as ‘Returning customers’, ‘customer retention’, ‘remarketing opportunities’ and the list goes on. To cut it short – it’s all about loyalty of the customers.
d) Brand Perception/Association
Brand perception and association are like the stories that people tell about your brand—they’re the collective beliefs, feelings, and opinions that consumers have about your brand based on their experiences and interactions. Whether it’s through positive associations with quality and reliability or negative perceptions of value and trustworthiness, managing brand perception and association is crucial for shaping how your brand is perceived in the marketplace.
For example,
Teenager: “Hey, Kanye West is wearing Adidas’ latest Yeezy series! Where can I buy a pair too?”
e) Brand Market Share Value
Brand market share value is like your slice of the pie in the competitive marketplace—it’s the proportion of total sales or revenue that your brand captures compared to your competitors. Whether it’s through innovative products, effective marketing strategies, or superior customer service, increasing your brand’s market share value ensures that you maintain a strong and competitive position in the market.
f) Brand Sentiment Analysis
Brand sentiment analysis is like taking the pulse of public opinion—it’s the process of analyzing and interpreting the feelings, attitudes, and emotions expressed towards your brand by consumers. Whether it’s through social media monitoring, customer surveys, or online reviews, conducting brand sentiment analysis helps you understand how people perceive your brand and identify areas for improvement or celebration.
g) Brand Visibility
Brand visibility is all about being seen and recognized. Thankfully these days we have various digital platforms that helps to compile data metrics of your target audience across various channels and touchpoints. Whether it’s through advertising, social media, or search engine optimization, increasing brand visibility ensures that your brand is front and center, attracting attention and driving engagement.
h) Brand Consistency
Brand consistency is like staying true to yourself—it’s the practice of ensuring that your brand’s messaging, imagery, and experiences remain uniform and cohesive across all channels and interactions. Whether it’s through brand guidelines, style guides, or employee training, maintaining brand consistency reinforces your brand’s identity and builds trust with your audience.
i) Brand Advocacy
Brand advocacy is like having an army of loyal fans—it’s the enthusiastic support and promotion of your brand by satisfied customers, employees, or partners. Whether it’s through word-of-mouth recommendations, social media shoutouts, or user-generated content, cultivating brand advocacy turns your biggest fans into your most powerful ambassadors, driving awareness and loyalty.
And nothing is better than free, word-of-mouth promotions with a strong 75% chance of conversion.
8. Brand Management
Brand management is like being the conductor of an orchestra—it’s the strategic oversight and coordination of all activities and initiatives related to building, maintaining, and strengthening your brand. Whether it’s through market research, brand positioning, or crisis management, effective brand management ensures that your brand stays on track and continues to resonate with your target audience.
9. Brand Extension
Brand extension is like spreading your wings—it’s the strategy of leveraging your existing brand equity and reputation to enter new markets, launch new products, or offer new services. Whether it’s through line extensions, category extensions, or co-branding partnerships, brand extension allows you to capitalize on your brand’s strengths and expand your reach, driving growth and innovation.
Footnote
There you have it. Instead of banging your head against the wall trying to figure out what they’re saying or decipher the latest branding buzzword, why not talk to our brand marketing experts?
Our seasoned professionals specialize in cutting through the noise and providing clear, actionable advice tailored to your unique business needs. By working with the best brand marketing agency, you can say goodbye to confusion and hello to clarity and success.
