- Above the line
- Mass-media advertising such as TV, radio and outdoor.
- Archetype
- A universal character pattern (e.g. Hero, Sage, Rebel) used to shape brand personality.
- Brand architecture
- How a company organizes its parent brand, sub-brands and products.
- Brand ambassador
- A person who represents and promotes a brand, paid or unpaid.
- Brand awareness
- The degree to which target customers recognize or recall a brand.
- Brand equity
- The commercial value a brand adds beyond the product itself.
- Brand extension
- Using an existing brand name to launch a product in a new category.
- Brand guidelines
- A document defining how a brand's identity should be used.
- Brand identity
- The visual and verbal assets a brand controls: name, logo, colors, fonts, voice.
- Brand image
- The current perception of a brand held by the public.
- Brand loyalty
- Customers' tendency to keep choosing a brand over alternatives.
- Brand promise
- The consistent experience a brand commits to delivering.
- Brand purpose
- Why a brand exists beyond making money.
- Brand story
- The narrative explaining a brand's origin, mission and values.
- Brand voice
- The consistent personality expressed in a brand's words.
- Brandmark
- A logo symbol without words.
- Co-branding
- Two brands partnering on a single product or campaign.
- Color palette
- The defined set of colors a brand uses.
- Competitive analysis
- Research into competitors' positioning, pricing and identity.
- Customer journey
- The stages a customer goes through, from awareness to loyalty.
- Differentiation
- What makes a brand meaningfully different from competitors.
- Descriptive name
- A name that literally describes the product or service.
- Elevator pitch
- A short, spoken summary of what a business does.
- Favicon
- The small icon displayed in browser tabs.
- Invented name
- A newly created word used as a brand name.
- Lettermark
- A logo built from initials.
- Logotype / wordmark
- A logo made from the brand name in distinctive type.
- Mission statement
- A concise statement of what a brand does and for whom.
- Net Promoter Score
- A metric based on how likely customers are to recommend a brand.
- Onliness statement
- A statement describing what makes a brand the only one of its kind.
- Personal brand
- The reputation and identity an individual builds publicly.
- Positioning
- The distinct place a brand occupies in customers' minds.
- Rebrand
- A significant change to a brand's name, identity or positioning.
- Share of voice
- A brand's share of advertising or conversation versus competitors.
- Style guide
- A rulebook for visual and editorial consistency.
- Sub-brand
- A brand that sits under, and is linked to, a parent brand.
- Tagline
- A short memorable phrase that accompanies a brand name.
- Target audience
- The specific group a brand aims to reach.
- Tone of voice
- How brand voice adapts to different situations.
- Touchpoint
- Any point where a customer interacts with a brand.
- Trademark
- A legally protected sign identifying the source of goods or services.
- Typography
- The fonts and type styles a brand uses.
- Unique value proposition
- The specific benefit only your brand delivers.
- Visual identity
- The visual components of a brand: logo, colors, type, imagery.
- White label
- A product made by one company and branded by another.
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