I've recently been working on a project to create a new brand and to help the client understand, I began to write a glossary of common words which they will hear more and more often. This made me think, if you search a traditional dictionary many of these things don't have a definition and if they do, they differ, a lot! Brand is personal and so is its development and construction.


Glossary of terms

Brand Strategy
A framework designed to achieve the desired approach for promoting a brand, relating to its construction.

Brand Architecture
The structure of brands within an organisation. It is the way in which the brands within a company’s portfolio are related to, and differentiated from one another.

Brand Experience
The sum of all points of contact with the brand, culminating in a psychological image created within the minds of people, consisting of all the information and expectations associated with a product, service or the company.

Brand Identity
The outward expression of a brand, including its name, trademark, communications, and visual appearance. The brand will seek to bridge the gap between the brand experience and the brand identity.

Visual Brand Identity
The visual Identity is the sum of all the visual elements used by the brand, the symbol, the colours, the type face and their applications.

Brand Essence
The way of articulating the emotional connection and lasting impression of the brand through one simple statement or phrase that defines the qualities, personality and uniqueness of a brand

Brand Values
The essence of a brand distilled into a series of key words.

Brand Promise
The vision of what the brand must be and do for the consumers translating into a promise for what a brand stands for in the simplest format.

Brand Positioning
Positioning is the process by which a brand creates an image or identity in the minds of its target audience.