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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.

marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

brand revamp

A substantial update to how a brand looks, sounds or behaves, often prompted by a change in business direction, audience expectations or market context. A revamp usually keeps some existing...

branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...