Resources
Glossary
The terms on this page provide a set of definitions that will be a useful resource as you discuss the various aspects of branding with me or with your team. Many of these terms have been adapted from Brad VanAuken's book, Brand Aid.
Each section covers the evolving dynamics of branding from core essence to execution.
Foundation
- Brand
- The single concept a company, product or service owns in the mind of a prospect.
- Brand Essence
- The soul of a brand: its fundamental nature and character, as defined from within. Essence is who the brand is.
- Brand DNA
- An extension of essence that includes the brand's core values, competencies and aspirations.
Strategy
- Brand Strategy
- The process of turning market research into deliberate choices about who a brand serves, what it stands for, and why buyers should choose it. The result is the brand platform, which guides every creative decision that follows.
- Brand Positioning
- The distinct place a brand deliberately chooses to occupy relative to a competitive set.
- Unique Value Proposition (UVP)
- What makes a brand unique and compelling to its target audience compared with competitors. It flows directly from positioning.
- Brand Promise
- The experience or outcome customers can count on every time they deal with the brand. It must be relevant, compelling and deliverable.
- Brand Platform
- The strategic foundation the brand identity is built on: essence/DNA, positioning, UVP, promise, personality and archetype.
Character
- Brand Personality
- The human traits a brand expresses in how it looks, speaks and behaves, and that customers recognize in it. Personality is how the brand shows up.
- Brand Archetype
- The universal character a brand embodies, drawn from the Jungian tradition (e.g. the Sage, the Caregiver, the Explorer). It forms when the brand's personality traits are grouped into a recognizable character.
Perception
- Brand Associations
- Everything, positive or negative, that comes to mind when people think of a brand.
- Brand Image
- The totality of perception, resulting from all experiences with and knowledge of the brand.
Expression
- Brand Identity
- The sensory expression of the brand (name, logo, colour, typography, imagery, sound, voice) that makes it recognizable.
- Brand Guidelines
- The rules governing correct use of the brand's identity elements: logo, colour, typography and imagery.
- Brand Playbook
- The practical guide that translates the brand platform into creative execution. It goes beyond brand guidelines to show what the brand looks and sounds like in use, and is written for both designers and copywriters.
Structure
- Brand Portfolio
- The full collection of brands and sub-brands an organization owns and manages.
- Brand Architecture
- The formal hierarchy that defines how the brands in a portfolio relate to one another. Common types include the branded house (one master brand), the house of brands (independent brands), the endorsed model (sub-brands backed by the parent) and hybrids.
- Brand Extension
- Using an existing brand to enter a new market, product, service or segment, borrowing the equity of the parent brand.
Value & Management
- Brand Equity
- The commercial value a brand adds beyond the product or service itself, including the preference, loyalty and price premium the brand earns.
- Brand Plan
- A plan that sets objectives for changing, evolving or improving the brand's elements, to create a total brand experience that increases brand equity.