See other terms

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

branding

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

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

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...