中

Brand building glossary

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, social media, email, events, environments, point-of-sale and other touchpoints.

See other terms

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 pr...

endorsed brand

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

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

sales enablement

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

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...

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.

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

Family office branding: where privacy meets perception

1. What should a family make public?

Family office branding: where privacy meets perception

For family offices, privacy matters. But a professionally-designed brand identity and website can build trust with the right people while keeping sensitiv...

3-minute read

Is your brand working for you?

2. 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

3. 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

Latest news

13 October 2026

Medical school 140th anniversary celebrated with distinctive visual design

15 September 2026

UOB Kay Hian aligns brand strategy, identity and digital experience

Illustration of two hands holding digital devices with the text FAKE NEWS and RUMOURS displayed in big red letters

9 September 2026

Article explores family office branding and privacy

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