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Brand building glossary

brand voice

The distinctive way a brand uses language to express its personality and build recognition. Brand voice guides how the brand sounds across websites, campaigns, social media, sales materials and other touchpoints. Also known as tone of voice or tone and manner.

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brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

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...

youthquake

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

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

tone of voice

A brand’s own unique way of communicating its personality through language to get noticed, remembered and recognised. Tone of voice is a part of the brand identity. Tone of voice parameters...

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

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