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Brand building glossary

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations, and customer service. Areas not considered core competencies (which may include brand development) are often outsourced.

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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.

infographic

A diagram or flowchart with captions and illustrations that makes a complex process or mental journey easier to understand.

brand image

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

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

X factor

A unique or special quality that sets a product, service, or brand apart from its competitors, for example a distinctive design, a compelling marketing campaign, or a unique value propositi...

youthquake

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

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