the brand glossary - understanding the endustry lingo

ever wonder what people are talking about when they start slanging all the brand terms in the marketing world? well, after using these terms all day every day, we figured it was time to break it down. pin this for the next time a convo comes up and you can pull her up under the table.

Brand Activation

Brand activation is a marketing strategy that engages customers through interactive experiences such as events or social media campaigns. The ultimate goal is to encourage desired actions, aka buying products or fostering forever loyal fans.

Brand Assets

Brand assets are all the elements that represent a brand and communicate its uniqueness to your people. These assets include tangible elements like the logo and website and intangible elements such as the brand story and values.

Brand Collateral

Brand or marketing collateral refers to the materials used to promote a company and its products or services. This may include business cards, brochures, flyers, booklets, landing pages, banner advertisements, packaging and more.

Brand Consistency

Brand consistency means maintaining a uniform and recognizable identity across all communication channels and brand touch points. This means maintaining cohesion in visual elements, messaging, and brand values, regardless of the platform or medium used. keep it together dear friends.

brand essence

The brand essence is the central idea summarizing the substance of a brand. aka HOW are you making someone FEEL?

brand loyalty

Brand loyalty refers to consumers’ tendency to remain devoted to a particular brand over an extended period. It is characterized by a strong commitment and attachment to the brand, often resulting in repeat purchases and positive word-of-mouth recommendations.

brand messaging

Brand messaging refers to the verbal communication strategy used by a company to convey its brand identity, values, and offer to its audience. Brand messaging aims to resonate with the target audience, evoke emotions, and communicate the brand’s unique selling points clearly and consistently.

brand personality

Brand personality refers to the human-like traits and characteristics attributed to a brand, such as being friendly, adventurous, or reliable. These traits are used to create a distinct identity and establish a connection with consumers.

brand pillars

Brand pillars are the fundamental principles on which a brand is built. They represent the core values, beliefs, and attributes that differentiate it from other brands. Typically, a brand has three to five Brand Pillars that serve as the foundation for its brand communications.

brand recognition

Brand recognition refers to our ability to recognize and distinguish a brand based on visual, verbal or other sensory cues such as its logo, slogan, packaging or jingle that is forever stuck in our heads.

brand strategy

Brand strategy is a long-term plan developed by a company to build and manage its brand and achieve its business goals. The brand strategy includes elements such as brand positioning, messaging, target audience identification, competitive analysis and marketing tactics. A well-defined brand strategy guides all aspects of brand development and communication, ensuring consistency and coherence in how the brand is perceived by consumers. It serves as a roadmap for decisions related to product development, marketing campaigns, and overall brand management. The ultimate goal is to create value, build customer loyalty, and drive sales.

brand style guide

A brand style guide, also known as brand guidelines or manual, is a comprehensive document that outlines a brand’s visual and verbal identity. It serves as a reference for ensuring consistency in the brand’s presentation across various channels and touch points. A typical brand style guide includes specifications for logo usage, color palette, typography, imagery, tone of voice, and other brand assets.

brand voice

Brand voice refers to the unique personality, tone, and style of communication that a brand uses to engage with its audience across various channels and touchpoints. It represents the brand’s values, character, and identity, dictating how it speaks and interacts with its customers.

see! now you’re an expert in all things brand marketing!