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Brand building glossary

brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works by aligning the understanding of the brand owner and branding agency. Once approved, the brand model informs the messaging framework, brand design, website and brand guidelines.

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sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...

brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...

X factor

A unique or special quality that sets a product, service, or brand apart from its competitors, for example a distinctive design, a compelling marketing campaign, or a unique value propositi...

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

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