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Brand building glossary

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

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brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

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...

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

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