中

Brand building glossary

functional names

Names that explain what a product, service or organisation does. They are easy to understand but can be harder to own, protect and recall because they rely on description rather than distinction. Also known as descriptive names.

See other terms

naming

The methodology of creating, identifying and assigning names to companies, products and services for competitive advantage. Effective naming helps communicate a branded offering’s features,...

brand building

Activities that increase the value of a brand. These include branding and marketing communications.

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

creative direction

In brand building, the process of ensuring a creative team’s output is aligned with a company’s brand identity, business strategy and tactical objectives.

graphic style

The overall recognisable design of a piece of graphic art. This includes the fonts, colours, layout and other elements used in the artwork. A graphic designer will often use a specific grap...

Suggest a term

Explore more terms

Browse the glossary by first letter to find related branding, marketing and business language.

ABCDEFGHIJKLM
NOPQRSTUVWXYZ

Relevant brand work

Latest insights

Family office branding: where privacy meets perception

1. What should a family make public?

Family office branding: where privacy meets perception

For family offices, privacy matters. But a professionally-designed brand identity and website can build trust with the right people while keeping sensitiv...

3-minute read

Is your brand working for you?

2. Health check your brand

Is your brand working for you?

Is your brand helping or holding back your business? A quick health check can reveal where misalignment may impact trust, talent and opportunity.

3-minute read

Defending your brand from online scammers

3. Defending your brand from online scammers

Defending your brand from online scammers

AI makes it super easy for scammers to fake your brand. We look at simple ways to help protect yourself.

3-minute read

Latest news

How to get major projects done in Asia

22 October 2026

How to get major projects done in Asia

13 October 2026

Medical school 140th anniversary celebrated with distinctive visual design

15 September 2026

UOB Kay Hian aligns brand strategy, identity and digital experience

Let’s talk about building your brand

hello@stepworks.co

Or use our enquiry form

Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700

Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233

Get Wholehearted Brand Building – regular insights via email