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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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out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

awareness

The degree of recognition and understanding of a brand within a defined audience.

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...

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

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

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