Brand EngagementTrying to interact with customers regularly to keep them engaged. | Brand AdaptabilityInconsistent messaging / experience that adapts to situation. |
Brand AdvocateEncouraging people to recommend your brand. | Brand Architecture Expanding a brand vertically and horizontally. |
Brand AuthenticityBeing yourself / telling your real story as a brand. | Brand Awareness Recognition and awareness of brand attributes such as concept. |
Brand Cohesion Taking action to ensure a consistent brand identity across your products / efforts. | Brand ConceptMapping all branding back to a single concept. |
Brand Culture Leveraging the culture that emerges around your brand, products or industry. | Brand DifferentiationSeeking a unique and valuable identity in a crowded market. |
Brand Dominance A brand with high market share in a product category. | Brand ExperienceFocusing on the actual experiences of customers as opposed to image alone. |
Brand Extension Use a brand for a new type of product line. | Brand Guidelines Publishing internal guidelines for brand consistency. |
Brand Identity Developing a consistent personality for a brand. | Brand Image Measuring what your customers actually think about your brand at the conceptual level. |
Brand LegacyPromoting your brand history. | Brand Loyalty Build relationships with customers. |
Brand Management Making an individual and team responsible for the performance of a brand. | Brand MissionEstablishing a compelling purpose for your brand. |
Brand Perception Measuring how your brand is perceived at the attribute level. | Brand PersonalityEstablishing a human-like identity for a brand such as "friendly." |
Brand Promise Directly promising something such as low prices to customers. | Brand Promotion Advertising or generating publicity. |
Brand RecognitionPromotion focused on visual recognition of a brand (people often buy what they recognize). | Brand StatusA brand concept based on social status such as beauty, fame, youth, wealth, coolness or intelligence. |
Brand StorytellingUsing storytelling for promotion / concept / identity. | Brand Values An identity based on virtue signaling or doing good. |
Brand VisionA compelling vision of the future. | Captive BrandA brand sold by a single retailer without this relationship being obvious. |
Certification MarksCertifications that prove something about your products. | Co-brandingLaunching products or services under multiple brand names. |
CrowdsourcingHaving customers design things for you. | Generic BrandA value brand with a non-brand image. |
Individual BrandingCreating new brand names with no ties to existing brands. | Ingredient BrandingBranding ingredients and materials inside products. |
Internal BrandingPromoting your brand internally. | Lifestyle BrandA brand that aligns to a way of life. |
Market ExpansionNew target customers / target audience. | No Brand Brand A value brand based on the concept of no brand. |
RebrandingA change to your brand. | Top of Mind Becoming the first brand customers name for a product category. |
Umbrella BrandMany brands under a single parent brand with strong recognition. | Visual IdentityVisual design elements that help customers to recognize the brand. |
White LabelA product that is designed to be rebranded. |