中

Brand building glossary

ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding the ZMOT, marketers can create more effective strategies for reaching and engaging with potential customers.

See other terms

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.

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.

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

awareness

The degree of recognition and understanding of a brand within a defined audience.

colour system

A system for representing colours consistently. A colour system such as RGB has a limited number of colours, while one such as CMKY has an infinite number of colours.

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

Suggest a term

Explore more terms

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

ABCDEFGHIJKLM
NOPQRSTUVWXYZ

Relevant brand work

Latest insights

Defending your brand from online scammers

1. Defending your brand from online scammers

Defending your brand from online scammers

AI makes it super easy for scammers to fake your brand. We look at simple ways to help protect yourself.

3-minute read

How IPO brand types build IPO value

2. Branding the IPO moment

How IPO brand types build IPO value

A strong IPO brand type does more than look good. It builds trust, sets you apart from competitors and amplifies visibility. Discover how branding can hel...

3-minute read

Who needs a branding agency when you have AI?

3. AI and brand building

Who needs a branding agency when you have AI?

AI can support brand building – but it can’t yet replace human judgement, creativity and experience. Here’s what we’ve learned using LLMs on real branding...

5-minute read

Latest news

17 April 2026

Sustainability report clarifies the past and anticipates the future

New HKEX IPO backdrop adds bang to the gong

17 April 2026

New HKEX IPO backdrop adds bang to the gong

Branding agency vs online scammers

25 March 2026

Branding agency vs online scammers

Let’s talk about building your brand

hello@stepworks.co

Or use our enquiry form

Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700

Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233

Get Wholehearted Brand Building – regular insights via email