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Brand building glossary

branding

The process of defining and expressing a brand through words, images and design to influence perception.

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strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...

differentiation

A trait traditionally thought of as an important business advantage. However, newer research shows that distinctiveness, not differentiation, is more likely to lead to a sale. Exceptions in...

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

visual identity

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

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

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