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Brand building glossary

brand refresh

An update to a brand's identity, messaging or expression without changing the core brand idea. Usually involving changes to key messages and design, a refresh is used to improve relevance, consistency or clarity as an organisation evolves.

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sales enablement

The process of providing sales teams with appropriate knowledge and support tools to engage prospects and sell effectively.

audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments an...

employer branding

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

creative direction

In brand building, the process of ensuring a creative team’s output is aligned with a company’s brand identity, business strategy and tactical objectives.

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

service brand

A brand representing a service rather than a product.

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

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