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brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

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...

key performance indicators (KPI)

The range of qualitative, quantitative, objective and subjective metrics indicating degree of success. In a branding context, this can include volume or value of market share, perceived awa...

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

mission

A statement describing what an organisation does to move towards its long-term vision. In brand building, an effective mission statement should give teams direction while remaining clear en...