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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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on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

brand value proposition

The clear benefit or value a brand promises to deliver to its audiences. A strong value proposition helps people understand why the brand matters and why they should choose it. The value pr...

service brand

A brand representing a service rather than a product.

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

graphic style

The overall recognisable design of a piece of graphic art. This includes the fonts, colours, layout and other elements used in the artwork. A graphic designer will often use a specific grap...

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