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brand discovery

An investigation into a brand intended to determine its current status across various dimensions. The process often involves a brand audit, interviews with key stakeholders, and various for...

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...