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Brand building glossary

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 that will inspire stakeholders. The stated purpose of a business should go beyond simply generating profit. Several studies reveal that purpose-led businesses outperform financially.

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branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

vision

A statement describing the future an organisation aims to create or contribute to. An effective vision statement gives long-term direction and helps people understand what the organisation...

brand architecture

The hierarchical breakdown of how an organisation and its individual brands fit together. These are segmented into three types: 1. Branded house (a single brand appears on all products and...

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.

robots

Brands increasingly have to appeal to digital agents in addition to people. Search engines dispatch robots (“bots”, “spiders” or “crawlers”) that visit websites, read and classify the conte...

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

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