Brand NameBrand names are typically designed to be memorable and to stand out in a crowded market. In some cases, they are also designed to convey your mission, vision or values.
Visual BrandingA logo and other visual symbols of a brand.
Brand ConceptThe basic idea behind your brand. Used as a principle to guide brand strategy.
Brand IdentityEverything you want your customers to think and feel about your brand.
Brand ImageEverything your customers actually think and feel about your brand.
Brand ReputationThe reputation of your brand on the market based on factors such as quality and the behavior of your firm.
Brand LegacyThe history of a brand. It is usually a positive thing to have a long history behind you that you can leverage for brand storytelling. Brand legacy can also be negative thing such as a technology brand that customers associate with an out-of-date technology.
Brand PersonalityThe idea that customers evaluate brands using the same cognitive processes that they use to think about people. For example, it is common for marketing teams to define their brand identity using words that can be applied to people such as friendly, reliable or stylish.
Brand PositioningDeveloping a unique identity and value proposition for a brand relative to other offerings in the market.
Brand PromiseA short statement that communicates what customers can expect from your brand.
Brand ExperienceThe idea that brands build value through interaction with the customer. In other words, brands become valuable based on the realities of their products and services.
Internal BrandingEngaging all employees in your brand strategy to make your brand identity a reality as opposed to an empty pitch.
Authentic BrandingDeveloping a brand that accurately reflects your story as a firm. For example, a brand based on the personality of its founder.
Brand StorytellingThe use of storytelling to shape and promote your brand.
Brand CultureThe culture that evolves around your brand that is driven by your customers and employees. For example, a restaurant chain that is known to have a lively atmosphere on Friday nights.
Brand ExtensionUsing a brand for a new type of product.
Brand FamilyA group of products and services that use the same brand name.
Brand ArchitectureThe structure of a brand family. For example, a brand with variations for different product categories such as "Acme Airlines" and "Acme Coffee."
Brand RecognitionThe percentage of your target market that recognize your brand when they see its brand name or visual symbols. Customers are more likely to buy what they recognize, even if they have no information about the brand. In many cases, advertising is primarily intended to build and maintain brand recognition as it can have a significant impact on sales.
Brand AwarenessThe percentage of your target market that can name your brand when prompted with a product category. For example, "can you name 5 breakfast cereals?"
Top of MindThe percentage of your target market that name your brand first when prompted with a product category.
Brand LoyaltyCustomers who purchase your brand regularly.
Brand AdvocateCustomers, employees or partners who recommend your brand.
Brand EquityThe value of your brand to your business. Brand equity is an intangible asset.
|Overview: Branding Guide
The process of establishing a valuable identity for products and services in the minds of customers.