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brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

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...

corporate culture

The shared values, beliefs, attitudes, behaviours, and practices that characterise an organisation and shape its internal and external interactions. Corporate culture plays a critical role...

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

cultural statement

A formal declaration that outlines the values, beliefs, practices, and behaviours expected of employees within an organisation. This statement typically reflects the organisation’s mission,...