Branding Glossary
Branding
Brand Values
An unwavering declaration of values or promises that steers a brand toward its “true north.” Brand values are the internal attributes that establish a brand’s unique transactional philosophy, underline its purpose and guide its decisions and behaviors.
Branding
Branding
Creating, selecting and blending attributes to differentiate a product, service or business in an attractive, meaningful and compelling way. It works to illustrate the brand using consistent themes that align with brand promises to build the preference and loyalty of the consumer.
Branding
Branding Agency
Branding agencies specialize in strategic brand building and management. Unlike advertising or marketing agencies, branding agencies focus on strategically positioning a brand in the competitive market and in the mind of the consumer rather than on tactically communicating brand services or offerings.
Social Media Marketing
Call To Action (CTA)
Simple piece of content that prompts the reader to perform the intended action. Write persuasive, compelling CTAs for increased conversion rates.
Social Media Marketing
Caption
The short blurb or a story that is used to describe a photo or a gif on social media is called a caption. Enrich captions with hashtags, mentions, and emojis for higher engagement.
Social Media Management
Champion
AKA: Advocate or Ambassador. Champion refers to a member who participates in formal leadership programs inside a community. Often these programs are called “Advocacy Programs”. Champions are responsible for providing value to their networks in the form of thought leadership, program facilitation, and/or content. Champions often focus on a specific topic, industry, or member region.
Social Media Marketing
Chatbot
An Artificial Intelligence (AI) based messaging application that stimulates conversations with the page visitor. Integrate chatbots in your Facebook Messenger, WhatsApp, Twitter, Instagram, and LinkedIn for higher conversion rates.
Social Media Marketing
Check-in
It is a way of locating or tagging a social media post to indicate the user location or the place of content creation. Leverage check-in features in social networks such as Facebook and Instagram to understand consumer hangout spots and spending behavior.
Social Media Marketing
Clickbait
Using sensationalized, manipulative headline, or copy to attract clicks from people viewing their news feed is called clickbait. But beware, few social networking sites consider clickbait as spam and lowers the post reach.
Email Marketing
Clicks Per Delivered
A percentage measure of the number of clicks divided by the number of emails delivered to the intended inbox.
Email Marketing
Clicks Per Open
A percentage measure of the number of clicks divided by the number of opens.
Social Media Marketing
Clickthrough Rate (CTR)
The percentage of people who click on your post from their news feed or native ads is referred to as Clickthrough Rate. Remember that post clicks and post impressions carry different meanings in different social networks.
Social Media Marketing
Cliquers
Active social media users who are influential among their small group of friends and family are Cliquers.
Social Media Management
CMGR
A Community Manager, or other Community Professional. Often used as #cmgr.
Branding
Co-Branding
The use of two or more brand names in support of a new product, service or venture. Co-branding is a strategy that couples the strengths, awareness and customers of one brand with another in order to increase brand equity, target specific markets and/or combine brand values in the mind of the consumer.
Social Media Management
Collaborator
A specific member engagement profile. Refers to the type of community member who collaborates in the community (i.e. creates value – this could be training materials, code/apps, events, product specs, marketing materials, etc) as well as creates content independently.
Branding
Color System
A brand’s master color guide that consists of primary and secondary palettes of print and digital color values that govern all usages of brand assets to ensure a sense of hierarchy, consistency, usability and harmony. The strategic selection of color, tones and hues evokes emotion for—and recognition of—a particular brand.
Social Media Marketing
Community
A group of people who convene towards a specific goal or interest is called a community. Build communities on social media for a broader and quicker reach at a low cost.
Social Media Management
Community Advocacy
The ability to represent the needs of the community and provide support or recommendation for it in a variety of situations.
Social Media Management
Community Guidelines
Your rules of engagement. A list of encouraged and discouraged behaviors you share with your community members. A place to define which behaviors are expected and express the community’s core values.
Social Media Management
Community Leadership Program
See also: Champion This is often seen as an ‘Advocacy’ or ‘Champion’ program. These community leaders act as ambassadors of the community to help fulfill specific roles and support community goals.