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brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

sales enablement

The process of providing sales teams with appropriate knowledge and support tools to engage prospects and sell effectively.

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

brand voice

The distinctive way a brand uses language to express its personality and build recognition. Brand voice guides how the brand sounds across websites, campaigns, social media, sales materials...

corporate identity (CI)

The recognisable public face of an organisation, which includes visual and other tangible elements that define its brand. The combination of name, logo, typeface, and colour palette, as wel...