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Brand building glossary

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

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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...

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.

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

business strategy

The overall plan an organisation uses to achieve its goals and compete effectively. Brand strategy supports business strategy by shaping how people understand, remember and choose the organ...

distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

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Browse the glossary by first letter to find related branding, marketing and business language.

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