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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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monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

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