中

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.

See other terms

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 personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

Suggest a term

Explore more terms

Browse the glossary by first letter to find related branding, marketing and business language.

ABCDEFGHIJKLM
NOPQRSTUVWXYZ

Relevant brand work

Latest insights

Is your brand working for you?

1. Health check your brand

Is your brand working for you?

Is your brand helping or holding back your business? A quick health check can reveal where misalignment may impact trust, talent and opportunity.

3-minute read

Defending your brand from online scammers

2. Defending your brand from online scammers

Defending your brand from online scammers

AI makes it super easy for scammers to fake your brand. We look at simple ways to help protect yourself.

3-minute read

How IPO brand types build IPO value

3. Branding the IPO moment

How IPO brand types build IPO value

A strong IPO brand type does more than look good. It builds trust, sets you apart from competitors and amplifies visibility. Discover how branding can hel...

3-minute read

Latest news

A quick check helps leaders identify brand misalignment

20 July 2026

A quick check helps leaders identify brand misalignment

New website supports business outreach for consultancy JANAS Asia

14 May 2026

New website supports business outreach for consultancy JANAS Asia

17 April 2026

Sustainability report clarifies the past and anticipates the future

Let’s talk about building your brand

hello@stepworks.co

Or use our enquiry form

Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700

Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233

Get Wholehearted Brand Building – regular insights via email