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Brand building glossary

zag

A differentiating idea that drives a charismatic brand, resulting in a disruptive innovation that yields a competitive advantage.

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branding

The process of defining and expressing a brand through words, images and design to influence perception.

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

corporate identity (CI)

The recognisable public face of an organisation, which includes visual and other tangible elements that define its brand. The combination of name, logo, typeface, and colour palette, as wel...

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.

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

corporate culture

The shared values, beliefs, attitudes, behaviours, and practices that characterise an organisation and shape its internal and external interactions. Corporate culture plays a critical role...

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Browse the glossary by first letter to find related branding, marketing and business language.

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