Branding Glossary
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives.
Branding
Tangibles
The assets, attributes, values and other distinctive elements that make up a brand. This can include the product and its packaging, manufacturing plants, brick and mortar locations, cash, and useful qualities of the brand that are known to exist through experience and knowledge.
Branding
Touchpoint
Any instance of interaction that a brand has with its audience. Touchpoints allow a brand to build a relationship with the consumer—each point should leave a lasting impression. Examples: A website, customer service interaction, business card, product packaging, social media post or an online review.
Branding
Trademark
A word, phrase, symbol, and/or design or any combination of those that uniquely identifies one brand. It allows a company to be the sole user of the trademark and ensures that the brand remains distinct from competitors. Unregistered trademarks are typically accompanied by the unregulated ™ symbol, while trademarks registered with the United States Patent […]
Branding
Typographic System
A system of fonts and typographic standards that informs the consistent and distinct typography of a brand’s visual identity.
Branding
UBP (Unique Buying Proposition)
A distinctive and intentional brand position in customers’ minds that is encouraged by brand awareness. It answers the question, “How does this product or service uniquely meet my needs?” and can encompass product features, emotional/lifestyle benefits and other qualities. UBP is the reason customers choose a product over competitors.
Branding
USP (Unique Selling Proposition)
A distinctive and intentional strategy in marketing a brand that provides differentiation in the marketplace, typically by focusing on product features. It influences how a product or service is put in front of a target audience.
Branding
Value Proposition/Statement
A set declaration of standards, principles or ideals promoted by a brand that targets both customers and stakeholders. A brand’s value proposition typically highlights brand integrity, dedication or importance and can be key in brand positioning.
Branding
Verbal Identity
The non-visual elements that define a brand identity in written communications and spoken language. Consistency in verbal identity can be recognized by phrases, tone of voice and the brand persona.
Branding
Vision Statement
A vision statement is what the brand aims to become and how you’re going to succeed in getting there. By its very nature, the vision is forward-looking and it’s grand.
Branding
Visual Identity
What a brand looks like–including, among other things, its logo, typography, packaging and literature systems.
Branding
Wordmark
A brand’s logo that includes the typography of a full company name without other visual graphic elements. Examples: Google, Sony, Coca-Cola.