Branding 101: Glossary


Here are a list of terms that are commonly said in the branding industry.

Brand - An entity that differentiates a company or individual in the marketplace. A brand encompasses a variety of different subcategories.

Brand Strategy - A framework used to enhance the success of your overall brand, typically measured in terms of awareness, engagement and reach.

Brand Identity - The Visual Component to a brand, this could be a logo mark, a slogan/tagline or even a sound. An example of this is "I'm lovin it", this tagline has become a characteristic of the McDonalds brand.

Brand Assets - Brand Assets refer to the files or deliverables that will be used to supplement the brand strategy and will also fulfil part of the wide Brand Identity. An example of Brand Assets could be an Instagram Post or Youtube Video.

Brand Messaging - This is the words and phrase used to communicate the brand strategy to consumer form. The messaging will differ depending on your audience type and distribution channel.

Brand Story - At oonaimedia, we like to think of this as the past, present and future of your business. This will form part of your brand and also communicate to your customers about your brand purpose.

Brand Guidelines - This will be the rulebook on how various design elements can be used. This Brand Guidelines will also include the specifications about how to communicate the brand messaging, establish tone of voice and Style Guides to implement a consistent approach to the visual design of the brand. Brand Image/Perception - The customers perception of your brand. This example is typically highlighted in a Customer Journey Exercise, as any 'clunk' in the wheel in the customer journey, could stimulate a negative perception for a customer.

Brand Positioning - This is another part of the brand strategy. Brand Positioning links with your Customer Profile and your Brand Messaging. As a Brand Positioning exercise will inform you where you sit in a specific market, this can be identified through Competitor Analysis.

Brand Personality (Tone of Voice) - This links to the wider messaging and brand communication, as the tone of voice will shape how customers feel about your brand. The tone of voice should be tailored depending on your Brand Positioning, Brand Assets, Distribution Channels and Customer Profile.

Brand Experience(BX) - This is used to describe the cohesive elements of the brand how the customer feels when they interactive with them. By using data insights, you can track and optimise various elements to achieve a certain objective.

Brandmark - This is a mark used to identify a brand and acts a unique identifier in the market.

Brand Audit - This could take the form of a Powerpoint Presentation, PDF or a 1 hour long meeting, it heavily depends on context. The essence of a brand audit is to capture the strength and weakness of a brand and points were it can improve. This is useful when developing wider brand strategy and helps to shape key business decisions.

Mission Statement - A goal set by the brand as an overarching objective that want to achieve, such as "Creating a sustainable future within the automotive industry".

Competitor Analysis - This will consist of an in-depth review into your competitors and their branding practices, which can inform your own branding decisions.

Customer Persona - This is used to describe an ideal customer. This include the customers likes/dislikes, values beliefs, marital status. The profile must always include as many key attributes about the ideal customer, to truly understand how his needs can be met.

Customer Journey - A lot of people think that branding is only about the look. However an essential part of any branding exercise is the customer journey, how easy is it for the customer to achieve a said object, what does the customer see on their journey, what does the customer feel on their journey, this is all part of branding.

Customer Segment - When you are creating a customer profile, many brands will need to separate their customer profiles into different segments this will help you tailor your approach to a specific customer groups rather than a generic audience. It is usually more effective to target somebody rather than target everybody.

Deliverables - Commonly used to refer to tangible Brand Assets such as a GIF, JPG or PNG files.

Design System - This is an aspect of visual branding, a design system will be a series of elements which are reused across a Brand element in order to create a sense of unity between the different brand assets. This is developed in conjunction with the Brand Identity.

Monogram - This is another component of the brand identity. The monogram will be used as a short form of the full brand logomark. This will still be inline with the Brand Guidelines.

Style Guide - This is used to define the way the brand can be represented graphically. This often forms part of the branding guidelines. It will define Typefaces, colours, alignment and spacing.

If you would like to find out more about the world of branding, please book a strategy call with us.

Please let me know your thoughts or if I have missed anything out in the comments section below.

Ade @ oonaimedia

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