中

Brand building glossary

share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

See other terms

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

service brand

A brand representing a service rather than a product.

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

brand image

What people perceive the brand to be. Brand building activities can help improve a brand’s image.

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

Suggest a term

Explore more terms

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

ABCDEFGHIJKLM
NOPQRSTUVWXYZ

Relevant brand work

Latest insights

Family office branding: where privacy meets perception

1. What should a family make public?

Family office branding: where privacy meets perception

For family offices, privacy matters. But a professionally-designed brand identity and website can build trust with the right people while keeping sensitiv...

3-minute read

Is your brand working for you?

2. Health check your brand

Is your brand working for you?

Is your brand helping or holding back your business? A quick health check can reveal where misalignment may impact trust, talent and opportunity.

3-minute read

Defending your brand from online scammers

3. Defending your brand from online scammers

Defending your brand from online scammers

AI makes it super easy for scammers to fake your brand. We look at simple ways to help protect yourself.

3-minute read

Latest news

Illustration of two hands holding digital devices with the text FAKE NEWS and RUMOURS displayed in big red letters

9 September 2026

Article explores family office branding and privacy

1 September 2026

Supporting the growth of a luxury travel business

28 August 2026

Fashion/personal care brand Bodiwealth launches with a growth platform

Let’s talk about building your brand

hello@stepworks.co

Or use our enquiry form

Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700

Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233

Get Wholehearted Brand Building – regular insights via email