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Brand building glossary

slogan

A short line used to express or reinforce a brand idea, campaign message or offer. Slogans are often used in advertising, while longer-term brand lines are better understood as positioning phrases – a brief line of text that positions the brand in the mind of its audience, and/or among peers.

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creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

brand guidelines

A document that defines the fundamentals of the brand and details how it is to be applied to achieve long-term consistency. The guidelines are usually used to inform designers and other mar...

brand building

Activities that increase the value of a brand. These include branding and marketing communications.

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

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