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Brand building glossary

brand marketing

The strategy of developing and growing a relationship between a brand and its stakeholders over time. Objectives include encouraging preference, enhancing reputation and positively affecting various business KPIs.

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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...

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

copywriter

The individual responsible for originating marketing messages.

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

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