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Brand building glossary

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

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brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

tone of voice

A brand’s own unique way of communicating its personality through language to get noticed, remembered and recognised. Tone of voice is a part of the brand identity. Tone of voice parameters...

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...

employer branding

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

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