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Brand building glossary

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

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brand essence

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

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...

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...

robots

Brands increasingly have to appeal to digital agents in addition to people. Search engines dispatch robots (“bots”, “spiders” or “crawlers”) that visit websites, read and classify the conte...

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

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