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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.

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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...

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...

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

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...

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

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