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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...

hygiene factors

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

vision

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

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.