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Brand building glossary

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

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graphic style

The overall recognisable design of a piece of graphic art. This includes the fonts, colours, layout and other elements used in the artwork. A graphic designer will often use a specific grap...

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

affinity marketing

A strategy of associating a brand with charities, sport or entertainment events through sponsorships or partnerships to develop reach and create positive impressions among wider audiences.

corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

sales enablement

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

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

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