Understanding the branding jargon
The term ‘brand’ is often misunderstood. Here is a list of branding terms that will help you make sense of what really is what
Is all about who you are, and how you deliver.
Is a true statement about what your brand stands for. It describes what you offer, why you offer it and why what you offer is different... and better!
Is a set of human characteristics associated with your brand.
Is the face of your brand. It includes your name, logo, tagline/slogan, advertising, marketing materials, signage and all other ways you express your brand.
Is the set of beliefs about what your brand is and what it stands for – basically, how your company is perceived by your clients.
Is the process of building a positive collection of perceptions in your client’s mind.
Is how your brand fits in within your market and competition.
Is the control of your branding, internally and through any ways of communication.
Is the value of your brand. It is based on its reputation, recognition as well as the commitment and demand it generates.
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