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brand manual

A published guide that explains how a brand should be applied. It typically covers the brand idea, logo, colour palette, typography, imagery, tone of voice and usage rules so teams can crea...

brand revamp

A substantial update to how a brand looks, sounds or behaves, often prompted by a change in business direction, audience expectations or market context. A revamp usually keeps some existing...

messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...

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 an...

brand strategist

A person whose role is to originate and develop a brand strategy to help an organisation achieve its goals. Strategists use research techniques and methodologies to generate insights that i...

intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.