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Brand building glossary

touchpoint

Any instance of personal interaction that offers a brand an opportunity to build a relationship. Each touchpoint should leave a lasting positive impression. Common examples include websites, customer service interactions, business cards, product packaging, social media posts and online reviews.

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brand refresh

An update to a brand's identity, messaging or expression without changing the core brand idea. Usually involving changes to key messages and design, a refresh is used to improve relevance,...

share of mind

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

brand essence

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

co-branding

The process of two or more brands endorsing a product or service. It usually occurs when the brands have similar values and goals, and can benefit from cooperating. Co-branding can help bot...

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

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