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Brand building glossary

visual identity

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

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content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

service brand

A brand representing a service rather than a product.

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

infographic

A diagram or flowchart with captions and illustrations that makes a complex process or mental journey easier to understand.

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.

brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

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