A Handy Brand Glossary
A Glossary of Brand Terms
"Your premium brand had better be delivering something special, or it's not going to get the business."
What is a brand?
Your brand is a key to your success. The fundamental importance of branding should never be underestimated.
Memorable branding - across online platforms and the offline world - has never been more important than today.
Branding as a broad term has diversified into specialist brand niches.
Brand experts refer to a variety of 'brand terminologies' which seek to address the various aspects of brand management.
Learn more about the science and art of branding with our handy branding glossary below.
Above all, a brand is more than a logo. A brand is the total representation of a company: the sum of its communication.
Your brand is the key concept that forms the foundation of your business.
It is the ideas or associations created in the minds of your customers, prospects and employees.
It is the promise of quality that seeks to be daily reinforced by customer experiences.
'Brand architecture' refers to the structure of brands within brands. For example, iPhone and iMac are brands within the Apple company. In this instance, Apple is referred to as a 'master brand' and the iPhone is in effect a 'sub brand'. Brand architecture is the broad analysis and strategy as to how to utilise these integrated brands for maximum advantage.
A brand audit is an detailed assessment of the strengths and weaknesses of a brand. This may include an extensive review of advertising and marketing collaterals, identity components and communication strategies and actions.
The goal is to access how effectively a brand is being represented within the marketplace.
A consistent process of brand auditing is essential to ensure continued long term success.
Brand awareness seeks to measure the effectiveness of your brand amongst your target audience. Do people understand your brand and actively resonate with your brand message?
Brand differentiation refers to the 'point of difference' a company achieves relative to its competitors. Branding must actively strive to promote differentiation - that is, the values, products and services that are unique to your company alone. Identify what is it that makes your product or services more desirable than those offered by your competitors.
Brand differentiation seeks to position your brand competitively within your marketplace.
Brand equity is a broader assessment of a brand in relation to brand recognition, respect and popularity. Brand equity directly equates with the value of a company. Greater brand equity is associated with increased value.
Brand identity is also known as corporate identity or sometimes company identity. This is the logo and associated visuals of a brand. Brand identity is the graphical representation of a company across all marketing collaterals - from business cards, to brochures, letterheads, websites and more.
Brand image is the perception of your brand amongst your audience, customers and prospects.
It is the combined impression that people have of your company, products and services.
Brand strategy is a strategic solution to position your brand effectively for success.
It is the cornerstone of your marketing plan and forms the basis for ongoing brand management.
Do you need assistance with brand design or your brand strategy?
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We are dedicated to delivering strategic brand design with a high ROI. We work to understand you, your business and your customers and tailor a unique brand solution to increase your profitability.
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