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brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

brand image

What people perceive the brand to be. Brand building activities can help improve a brand’s image.

brand assets

Elements that audiences associate with a brand ranging from but not limited to: the logo, colour palette, typography and image style. These all form the visual identity of the brand and sha...

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...

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...