中

Brand building glossary

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

See other terms

brand assets

Elements that audiences associate with a brand ranging from but not limited to: the logo, colour palette, typography and image style. These all form the visual identity of the brand and sha...

on/off-brand

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

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

copywriter

The individual responsible for originating marketing messages.

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.

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

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

Illustration of two hands holding digital devices with the text FAKE NEWS and RUMOURS displayed in big red letters

9 September 2026

Article explores family office branding and privacy

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