中

Brand building glossary

audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments and other distinctive signals. Also known as sonic branding.

See other terms

communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, soc...

brand valuation

The process of estimating the total financial value of a brand based on various performance metrics. Factors include earnings, market share, and growth potential.

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

sales enablement

The process of providing sales teams with appropriate knowledge and support tools to engage prospects and sell effectively.

Suggest a term

Explore more terms

Browse the glossary by first letter to find related branding, marketing and business language.

ABCDEFGHIJKLM
NOPQRSTUVWXYZ

Relevant brand work

Latest insights

Family office branding: where privacy meets perception

1. What should a family make public?

Family office branding: where privacy meets perception

For family offices, privacy matters. But a professionally-designed brand identity and website can build trust with the right people while keeping sensitiv...

3-minute read

Is your brand working for you?

2. Health check your brand

Is your brand working for you?

Is your brand helping or holding back your business? A quick health check can reveal where misalignment may impact trust, talent and opportunity.

3-minute read

Defending your brand from online scammers

3. Defending your brand from online scammers

Defending your brand from online scammers

AI makes it super easy for scammers to fake your brand. We look at simple ways to help protect yourself.

3-minute read

Latest news

How to get major projects done in Asia

22 October 2026

How to get major projects done in Asia

13 October 2026

Medical school 140th anniversary celebrated with distinctive visual design

15 September 2026

UOB Kay Hian aligns brand strategy, identity and digital experience

Let’s talk about building your brand

hello@stepworks.co

Or use our enquiry form

Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700

Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233

Get Wholehearted Brand Building – regular insights via email