Do you know what brand values are? Can you confidently tell the difference between a logo, a visual identity, and a brand? I know branding terms can be confusing. That’s why I’ve created a comprehensive brand glossary to help you understand common brand vocabulary.
Branding Terms from A-Z
Brand
A brand refers to a company’s or product’s reputation as perceived by the public. It encompasses the identity, expectations, memories and stories associated with the company and its ability to live up to them.
A strong brand helps differentiate the company from its competitors and establish a solid market position.
A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.
Brand Activation
Brand activation is a marketing strategy that engages people through interactive experiences, like events or social media campaigns.
By creating memorable moments, it aims to build an emotional connection between the brand and its audience, boosting brand awareness and visibility.
Brand Architecture
Brand architecture is a strategic framework that helps companies structure and manage the brands within their portfolio. It ensures each product’s brand strategy and positioning align with the market, even when targeting different audiences.
There are three main types of brand architecture:
- Monolithic brand architecture (branded house): The company name is used for all products and services. There are no sub-brands. An example is FedX (FedEx Express, FedEx Ground, FedEx Freight, etc.).
- Endorsed brand architecture: The sub-brands are associated with the corporate brand but get their own identity. An example is Marriott International (Marriott, Sheraton, Ritz-Carlton by Marriott, etc.).
- Freestanding brand architecture (house of brands): Each brand has its own identity and is not visibly connected to the umbrella brand, such as Procter & Gamble (Pampers, Gillette, Ariel, etc.).
Brand Asset
Brand assets are all the components that make up a brand’s identity. They include tangible elements such as the logo, typography and colours, as well as intangible elements such as the brand voice and story.
Further reading: Learn how to create distinctive brand assets or get inspired by my 80 brand asset examples.
Brand Associations
Brand associations are the mental connections people make with a brand—the feelings, thoughts, and ideas that come to mind when they think of it.
Brand Awareness
Brand awareness refers to how well consumers know and recognise a brand, as well as how strongly they connect the brand name to its products or services. It reflects the level of recognition and recall the brand has among its target audience.
You might also like my article on building brand awareness organically.
Brand Collateral
Brand collateral refers to all materials used to represent and promote a company and its products or services. This includes business cards, brochures, leaflets, catalogues, landing pages, banner ads, packaging, and more.
This article covers everything you need to know about brand collateral, including examples for each step of the customer journey.
Brand Colours
Brand colours are a set of specific colours selected to represent a brand’s identity. They are used consistently across all materials and touchpoints to create a cohesive and recognisable image.
Brand Consistency
Brand consistency is about upholding a uniform and recognisable identity across all channels and touchpoints—from the brand’s visuals and messaging to its values and actions.
Brand Culture
Brand culture is the set of values and beliefs that shape how a brand behaves and interacts with employees, customers, and stakeholders.
It forms the foundation of corporate culture and influences how the brand is perceived internally and externally.
Check out my in-depth article on brand culture.
Brand Differentiation
Brand differentiation is how a brand distinguishes itself from the competition by identifying what makes it unique. This can be done in many ways, such as product features, pricing, quality, value or customer service.
Clear differentiation is the first step in effective brand positioning. A brand first defines what sets it apart (differentiation) and then communicates it to establish its place in the market (positioning).
Brand Equity
Brand equity is the added value of a brand. It’s the premium people are willing to pay for a branded product or service over a generic one.
Brand equity is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from the value of a current or potential product or service driven by the brand.
Brand Essence
Brand essence is the core idea that defines a brand. It’s often captured in just a few words, like ‘safety’ for Volvo or ‘spreading ideas’ for TEDx.
Brand Experience
Brand experience is the sum of all interactions a person has with a brand.
Some experiences are deliberately shaped by the brand, like its website, packaging, customer service, or retail environment. Others, like customer reviews, are outside the company’s direct control.
Brand Extension
Brand extension is when a company leverages its existing brand name, expertise, and reputation to launch new products or services in a different category or market.
For example, Dyson expanded from vacuum cleaners to hair dryers, building on its established brand equity.
Brand Identity
Brand identity is the collection of visual, verbal, and sensory elements that communicate a brand’s unique personality and set it apart from competitors.
It includes elements such as logos, colours, fonts, tone of voice, and sounds, all working together to create a consistent and recognisable presence in the market.
Brand identity is also called corporate identity, or CI.
Brand Image
Brand image is the perception that consumers have of a brand based on their experiences, interactions and associations with it. It’s influenced by a number of factors, including the brand’s identity, reputation, and the quality of its products and services.
Brand Launch
Brand launch is the process of introducing a new brand to the public for the first time. It involves a strategic plan to create buzz, generate interest and establish the brand’s identity in people’s minds.
Brand Loyalty
Brand loyalty is the tendency of consumers to remain committed to a particular brand over time. This commitment is often driven by a strong emotional connection, leading to repeat purchases and positive word-of-mouth.
Some brands, like Johnny Cupcakes, have such loyal customers that they form a tribe.
Brand Management
Brand management ensures a brand consistently communicates the same message, values, and identity. It also takes into account current market trends and customer preferences to adapt the brand as needed.
Brand Messaging
Brand messaging is the verbal communication strategy that a company uses to communicate its brand identity, values, and offerings to its audience.
It includes the language, tone, and messaging used across various marketing materials, advertising campaigns, and communication channels.
The goal of brand messaging is to appeal to the target audience, evoke emotions, and communicate the brand’s unique selling proposition clearly and consistently.
Brand Mission
The brand mission describes the overarching purpose or fundamental goal of a brand.
It defines why the brand exists and how it intends to contribute to the lives of its customers, society, or the world at large.
Brand Name
A brand name is a unique identifier that represents a company, product, or service in the marketplace. It’s the name that consumers recognise and associate with a particular brand.
Learn step-by-step how to create a strong brand name.
Brand Parity
Brand parity is when consumers see little difference between competing brands in a product category.
This means they view the brands as equal and make buying decisions based on factors like price, convenience, or availability, rather than the brand’s uniqueness.
Brand Perception
Brand perception is the overall impression people have of a brand, shaped by their experiences, beliefs, attitudes and interactions with the brand, as well as external influences such as marketing, reviews and word of mouth.
Brand Personality
Brand personality is the set of human traits attributed to a brand, such as being friendly, adventurous, or trustworthy.
These traits are the foundation for creating a unique, relatable identity that shines through all visuals, messaging, tone of voice and interactions.
This article will teach you everything you need to know about brand personality.
Brand Pillars
Brand pillars are the fundamental principles that form the foundation of a brand. These pillars represent the brand’s core values, beliefs, and attributes, setting it apart from competitors.
A brand may have three to five pillars that guide its messaging and communications.
For example, Firefox’s Brand Pillars are:
- Non-Profit
- Track Record
- Empowering Innovation
- Community Driven
- Challenger Spirit
Brand Platform
A brand platform is a strategic framework that defines the essential elements of a brand’s identity, positioning, and messaging.
It acts as a blueprint for how the brand communicates and engages with its target audience over time.
A typical brand platform includes the following elements:
- Vision, Mission, and Values
- Target Audience
- Brand Positioning
- Brand Pillars
- Brand Personality
- Brand Voice
Brand Positioning
Brand positioning is how a brand establishes and communicates its unique place in consumers’ minds relative to competitors.
For example, Volvo stands for safety, Mercedes for reliable luxury, and Fiat for fun, colourful city cars.
The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Check out this article that walks you through 18 brand positioning strategies and examples.
Brand Promise
A brand promise is what a brand guarantees to deliver—whether it’s a benefit, experience, or service.
For example, FedEx promises overnight delivery.
Brand Recognition
Brand recognition is the extent to which consumers can identify a brand based on distinctive elements such as its logo, colours, typography, packaging, sounds, or other sensory cues—without explicitly seeing the brand name.
My article What Makes a Brand Recognisable? explores research on how different brand assets contribute to recognition and distinctiveness.
Brand Reputation
Brand reputation is the collective perception of a brand by its customers, employees, investors and other stakeholders.
Brand Salience
Brand salience refers to how easily a brand comes to mind when consumers think about a specific product category or need.
Brand Storytelling
Brand storytelling is the art of using narratives to communicate a brand’s values, identity, and message.
By crafting relatable stories with characters, challenges, and solutions, brands can create emotional connections and a sense of shared identity with their audience.
This article explains how you can leverage brand storytelling for your brand.
Brand Strategy
Brand strategy is a long-term plan for building and managing a brand. It defines the brand’s market position, target audience, messaging, values, and identity.
The strategy guides decisions on product development, marketing, and communication, ensuring consistency across all touchpoints. Its ultimate goal is to create value, build loyalty, and drive growth.
You might like my article on brand strategy, where I share an insight into my process.
Brand Style Guide
A brand style guide is a document that outlines a brand’s visual and verbal identity to ensure consistency across all touchpoints.
It includes specifications for the use of logos, colours, typography, imagery, tone of voice and other brand assets. It also provides clear guidance on how these elements should be used in different contexts, such as print, digital and advertising.
A brand style guide is also known as a brand guideline, brand manual or brand book.
Here, you can find out how to create useful brand guidelines for your brand.
Brand Touchpoint
Brand touchpoints are all the ways a customer interacts with or encounters a brand—be it through a billboard, the websites, social media, customer service, ads, packaging, or the product itself.
Each touchpoint is an opportunity to shape the customer’s experience with and perception of the brand.
Find out more about brand touchpoints, here.
Brand Typography
Brand typography is the set of fonts, weights, and styles used to represent a brand. It includes primary and secondary fonts, as well as rules for size, spacing, and usage.
A good typography system helps keep the brand consistent and legible across all platforms.
Brand Values
Brand values are the core beliefs that define a company’s identity and guide its actions.
They shape the brand’s culture, behaviour, and relationships, and help make decisions. Brand values are essential for building trust and loyalty with both—customers and employees.
I’ve compiled 15 brand core values examples from real companies for you in this article.
Brand Vision
A brand’s vision is an inspiring and forward-looking concept that articulates its long-term goals and aspirations.
A vision statement might sound like this: “A world in which … [something is different].”.
Brand Voice
Brand voice is the consistent tone and style a brand uses to communicate with its audience. It reflects the brand’s unique personality and values and shapes how customers perceive the brand.
Word choice, sentence structure, rhythm, and emotional resonance all play a part in creating a unique, recognisable voice.
Find out how to create a distinctive brand voice in 6 steps.
Branding
Branding is the process of intentionally shaping a brand’s identity.
It involves creating elements that define the brand’s appearance and experience, including tangible aspects like the logo and brand voice, as well as intangible elements such as the mission, values, storytelling, and even sensory elements like sound or smell.
The goal of branding is to create a unique identity that people can recognise and connect with.
In this article, I explain the best time for branding and why there is no one-size-fits-all answer. And here is a deep dive into branding.
Employer Branding
Employer branding is the process of promoting a company’s reputation in order to attract and retain top talent.
It highlights the company’s culture, values, work environment and benefits to show why it’s a great place to work.
Find out how to build a strong employer brand.
Co-Branding
Co-branding is a partnership where two or more brands with similar values join forces to create a product, service, or experience.
The goal is to combine their strengths and benefits for a mutually beneficial partnership.
Find out more about co-branding, including its types, benefits, risks, and examples.
Logo
A logo is a graphic symbol that represents a brand. It serves as a visual identifier, helping people instantly recognise the brand. Logos can include text, images, or a combination of both.
A well-designed logo should be distinctive, representative, and timeless. It should communicate the brand’s identity without being overly detailed or descriptive.
A logo is not communication. A logo is identification.
This article will teach you everything you need to know about logo file formats.
Masterbrand
A master brand is a primary or overarching brand that contains all a company’s products, services, and sub-brands. It acts as an umbrella for all other brands and offerings.
Sometimes, the master brand can be combined with sub-brands or other identifiers to differentiate specific products or models. For example, ’Audi A3’ or ‘Virgin Hotels’.
Rebranding
Rebranding is when a brand changes its look or strategy to create a new identity or perception.
This can include updating elements like the logo, colour palette, or even the brand name to enhance competitiveness and appeal to new markets.
Tagline
A tagline is a short phrase that represents a brand and communicates its identity. It can become so memorable that people immediately recognise the brand, even without the brand name.
“Think different.” “Just do it.” “I’m Lovin’ It.” Sound familiar?
Check out my in-depth article on taglines, including over 50 real-life examples. Or learn the 5 ways a tagline can help your brand.
Visual Identity System
A visual identity system is a set of visual elements that represent a brand, ensuring consistency across all brand materials.
It includes components like the logo, colour palette, typography, imagery, and other design elements. These elements work together to create a unified and recognisable look for the brand across all platforms and touchpoints.
Verbal Identity System
A verbal identity system defines how a brand communicates through language.
It includes the brand’s tone of voice, messaging, vocabulary, and style of writing. This system ensures consistency in how the brand speaks across all channels, helping to create a cohesive and recognisable identity that resonates with its audience.
That’s a wrap.
I hope this brand glossary has helped clarify the subtle differences between various branding terms. If you have any suggestions or questions, feel free to reach out—I’d love to hear from you!
Need help with your branding? Don’t hesitate to get in touch.
And if you’re looking to dive deeper into branding, check out my curated list of branding resources.
Title image by Kaboompics
