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brand assets

Elements that audiences associate with a brand ranging from but not limited to: the logo, colour palette, typography and image style. These all form the visual identity of the brand and sha...

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, soc...

brand guidelines

A document that defines the fundamentals of the brand and details how it is to be applied to achieve long-term consistency. The guidelines are usually used to inform designers and other mar...

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...

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...