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Brand building glossary

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, messages, nomenclature and even scent, sound, tone of voice and writing style. 

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brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...

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...

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

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