Branding dictionary

Let me give you some context about my branding process: at the very beginning of each project, I like to educate my clients about important branding terms. This helps me ensure that we are on the same page right from the beginning of our journey and that they understand what I’m referring to throughout the development stages.

When following this process, I realised how little most business owners know about what branding, brand, and strategy, in general, mean or refer to. And that's why, in this post, I wanted to provide a roundup of the key words associated with the world of branding, making these concepts accessible for those who might still feel a bit lost in this world. I’m calling it my branding dictionary.

Brand- Your business' commercial reputation. The relationship you will build with your clients. How people will perceive your company based on their experience with you (directly and indirectly).

Branding- Your message to your clients- who you are, what you do, what makes you unique, and the benefits of using your services or products.

Brand Identity- The characteristics rooted in your business ID that attract your ideal clients and make the design for your brand unique. We’re talking fonts, colours, aesthetics and your Logo Suite.

Brand Identity Guidelines- The set of rules and standards that govern the consistent application of your brand's visual and verbal elements.

Brand Collateral- The visual and written materials used to support and promote your brand, such as brochures, advertisements, websites, and packaging.

Brand Strategy- A plan to shape how your business presents itself to the world. It helps you identify how to build your brand positioning and messaging across various touchpoints, honing in on what customers need from your company to fulfil a need.

Brand Audit- A comprehensive assessment of your brand's strengths, weaknesses, opportunities, and threats to identify areas for improvement and strategic direction.

Brand Loyalty- A tribe of loyal fans that rave about a company and stick with them through thick and thin. It goes beyond mere customer satisfaction. It is the deep emotional connection and commitment that customers develop towards a brand.

Customer Loyalty- When customers make repeat purchases based on prices, discounts, rewards programs, and services but don't have an emotional commitment to a brand.

Brand Messaging- The communication of your brand's unique value proposition, key messages, and brand story to target audiences.

Brand Positioning- How your brand is perceived and differentiated in the minds of your consumers relative to your competitors.

Brand Awareness- The extent to which your consumers recognize and recall your brand.

Brand Consistency- Ensuring that all your brand touchpoints, including visuals, messaging, and customer interactions, align with your brand's essence and positioning.

Brand Experience- The overall impression and emotions evoked by a customer's interaction with your brand across various touchpoints.

Brand Promise- The unique and compelling value that your brand delivers to its customers.

Brand Storytelling- The use of narratives, emotions, and storytelling techniques to communicate your brand's values, purpose, and personality.

Brand Differentiation- The unique attributes, benefits, or characteristics that set your brand apart from its competitors.

Brand Reputation- The overall perception and credibility of your brand in the eyes of consumers, influenced by factors like quality, trust, and customer satisfaction.

Brand Perception- How your brand is perceived by customers, including their opinions, attitudes, and beliefs about the brand.

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