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Brand building glossary

brand value proposition

The clear benefit or value a brand promises to deliver to its audiences. A strong value proposition helps people understand why the brand matters and why they should choose it. The value proposition is ideally simple and distinctive among peers and competitors. Also known as brand promise.

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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...

corporate culture

The shared values, beliefs, attitudes, behaviours, and practices that characterise an organisation and shape its internal and external interactions. Corporate culture plays a critical role...

visual identity

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

intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

trademark

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

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

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