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Brand building glossary

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions. 

Rebranding involves brand strategy, name, design, digital and other disciplines. It is typically applied to further a new or changing business strategy. 

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creative direction

In brand building, the process of ensuring a creative team’s output is aligned with a company’s brand identity, business strategy and tactical objectives.

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.

brand strategist

A person whose role is to originate and develop a brand strategy to help an organisation achieve its goals. Strategists use research techniques and methodologies to generate insights that i...

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...

corporate culture

The shared values, beliefs, attitudes, behaviours, and practices that characterise an organisation and shape its internal and external interactions. Corporate culture plays a critical role...

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