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Brand building glossary

messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and distinguish a brand. Messages repeated often and in creative ways build memories structures for audiences and reinforce brand recognition, and ultimately drive sales. Messaging is usually supported by visual communication to enhance effectiveness.

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tone of voice

A brand’s own unique way of communicating its personality through language to get noticed, remembered and recognised. Tone of voice is a part of the brand identity. Tone of voice parameters...

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

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