brand gap

functional names

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

cultural statement

A formal declaration that outlines the values, beliefs, practices, and behaviours expected of employees within an organisation. This statement typically reflects the organisation’s mission,...

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions.  Rebranding involves brand strategy, name, design, digital and...

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.