See other terms

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.

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

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...

messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...

infographic

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

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...