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

audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments an...

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

icon

In the digital world, a small graphic image representing an action, item, function or similar concept. Icons support viewer understanding and can be customised to build brand awareness and...

brand assets

Elements that audiences associate with a brand ranging from but not limited to: the logo, colour palette, typography and image style. These all form the visual identity of the brand and sha...

service brand

A brand representing a service rather than a product.

copywriter

The individual responsible for originating marketing messages.

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

Is your brand working for you?

1. Health check your brand

Is your brand working for you?

Is your brand helping or holding back your business? A quick health check can reveal where misalignment may impact trust, talent and opportunity.

3-minute read

Defending your brand from online scammers

2. 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

3. 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

Latest news

Brand development supports Sun Life Private Wealth global launch

29 July 2026

Brand development supports Sun Life Private Wealth global launch

A quick check helps leaders identify brand misalignment

20 July 2026

A quick check helps leaders identify brand misalignment

14 May 2026

New website supports business outreach for consultancy JANAS Asia

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