Brand Mission | Why do you exist as a brand? |
Brand Vision | A compelling vision of the future for your brand. |
Brand Concept | The general idea and meaning behind a brand. |
Market Research | Developing an understanding of customers, markets and competition. |
Target Audience | Who does the brand serve? Also known as a target market. |
Personas | Fictional characters that are used to conceptualize your target audience. |
Value Proposition | What makes your brand valuable to a target audience? |
Brand Name | Choosing a memorable and meaningful brand name. |
Brand Identity | Developing the look and feel of the brand. |
Brand Positioning | Working to build a unique identity for your brand in a competitive market. |
Over-positioning | A brand that is too niche such that your market is too small to achieve your goals. |
Under-positioning | A brand that is too broad such that it competes directly with far stronger brands. |
Unique Selling Points | Specific, unique and compelling reasons your customers buy your brand. |
Brand Status | The social status attached to a brand. |
Certification Marks | Certification brands that you can put on your products and services by certifying compliance to a standard. |
Brand Legacy | The history of a brand. |
Brand Voice | The overall personality of your brand. |
Brand Story | Developing a story around your brand. |
Brand Advocates | Building up supporters who share positive information about your brand. |
Brand Experience | The end-to-end customer experience of a brand. |
Brand Promise | Making a specific commitment to customers. |
Moment of Truth | Real world customer reactions to your brand, customer experience and products. |
Internal Branding | Building a brand from the inside whereby your employees are aware of brand identity and position and work to achieve it. |
Brand Guidelines | A document that standardizes the visual and conceptual identity of your brand. |
Brand Strategy | A plan to create and capture value with a brand. |
Brand Management | The process of building a brand and realizing value from it. |
Brand Quality | Setting and delivering a standard of quality across a brand. |
Brand Recognition | The process of getting your brand name and symbols in front of customers so that they recognize it. People buy what they recognize. |
Brand Awareness | Customers that not only recognize a brand but know things about it. For example, a vehicle brand that's associated with safety. |
Brand Recall | Customers that can name your brand when prompted with a product category. |
Top of Mind | Customers name your brand first when prompted with a product category. |
Brand Perception | The reality of what customers really think about your brand. |
Brand Image | The reality of the personality of your brand in the mind of customers. |
Brand Promotion | The process of communicating a brand to build recognition, awareness and image. |
Rebranding | A major change to a brand such as a new visual identity. |
Brand Extension | Using your brand in a new product category. |
Brand Family | Using the same brand name within a product line. |
Umbrella Brand | Using the same brand for unrelated product lines. |
Brand Culture | The culture that emerges around your brand. Driven by customers and largely beyond your direct control. |
Household Name | A brand that everyone knows. |
Brand Loyalty | Customers who regularly buy from your brand. |
Brand Preference | A customer prefers your brand if it's available where they shop. |
Brand Insistence | A customer who will only buy your brand in a product category. |
Brand Switching | The loss of a customer to another brand. |
Brand Equity | The financial value of a brand to a business. Also known as brand value. |
