Branding Glossary

Brand Foundations

Brand Purpose

Brand purpose is the fundamental reason for a brand’s existence beyond just making and selling products. It represents the brand’s deeper meaning and the positive impact it aims to create in the world. It goes beyond profit and encompasses the values, beliefs, and aspirations that shape the brand’s actions and relationships with everyone.

A brand purpose is the guiding light that inspires and governs the brand’s decisions, encouraging it to contribute to society, connect with people on a deeper level, and make a difference in a way that aligns with its core values.

Brand Mission

Brand mission refers to the specific goals and objectives that a brand sets out to achieve. It is a clear statement of what the brand wants to accomplish and the actions it needs to take to ensure its purpose is fulfilled. 

The brand mission outlines the value it aims to deliver and the problem it intends to solve. It serves as a roadmap for the brand’s activities, defining its direction and guiding its decisions. A strong brand mission helps the brand stay focused, make strategic choices, and build a reputation based on its commitment to realising its stated mission.

Brand Vision

A brand’s vision is a glimpse into the future that a brand aspires to create. It is a clear and inspiring picture of what the brand hopes to become and the impact it aims to have on the world. The brand vision is a big, ambitious goal that goes beyond the immediate present and outlines the brand’s long-term aspirations. It provides a sense of direction and guides the brand’s growth and development.

The brand vision acts as a guiding star, motivating and aligning everyone involved with the brand towards a common goal. It helps the brand set its sights high, pursue innovation, and stay motivated in the quest of its ultimate desired state.

Brand Promise

A brand promise is a statement that communicates the value and experience a company promises to deliver to its customers consistently. It defines what customers can expect when interacting with a brand, such as its products, services, and overall experience. A brand promise often captures the core values, mission, and unique qualities of a brand, and it serves as the foundation for building trust and loyalty with customers.

Brand Strapline

A brand strapline, also known as a tagline, is a short and memorable phrase that encapsulates the essence or unique value proposition of a brand. It's often used alongside the brand name or logo to convey the brand's identity, values, or key message to its audience. For example, Nike's "Just Do It" or Apple's "Think Different" are famous straplines that succinctly capture their brand ethos. It's like a condensed version of what the brand stands for, helping to differentiate it in the minds of consumers.

Brand Values

Brand values are the fundamental beliefs and principles that a brand holds dear. They serve as a compass, guiding the brand’s actions, decisions, and behaviours. Brand values create a solid foundation for how the brand interacts with its customers, employees, and the wider world. 

They act as a set of governing principles that help the brand build trust, establish meaningful connections, and differentiate itself from competitors. By staying true to its values, a brand demonstrates its commitment to its beliefs and builds a strong, authentic reputation.

Brand Behaviours

Brand behaviours are the actions and conduct displayed by a brand in its interactions with customers, employees, and the general public. These behaviours are the tangible expressions of a brand’s values and are reflected in how the brand presents itself, communicates, and behaves in various situations. They are the visible manifestations of the brand’s identity and character. 

Consistent and meaningful brand behaviours build trust, credibility, and loyalty among customers while also shaping the brand’s reputation. These behaviours create a distinct brand experience and influence how people perceive and engage with the brand.

Brand Tone of Voice

Tone of voice refers to the consistent style and personable communication that a brand adopts across its various channels, such as advertisements, social media, and customer interactions. It encompasses the language, style, and attitude used by a brand to convey its values, establish a connection with its target audience, and differentiate itself from competitors. 

Creating a distinct voice for the brand makes it extremely recognisable and memorable while shaping the overall perception and emotional response that people have when interacting with the brand.

Brand Positioning

Brand positioning refers to the unique place a brand occupies in the minds of its target audience in relation to its competitors. It involves defining and communicating the distinct value and benefits that a brand offers, which sets it apart and makes it relevant and desirable to customers. Brand positioning is about creating a clear and compelling perception of the brand in the market, highlighting its strengths, key attributes, and how it fulfils the needs and aspirations of its customers.

Effective brand positioning communicates its essence in a concise and memorable way and helps establish a strong market presence, building customer loyalty, and guiding the brand’s overall marketing and communication efforts.

Brand Messaging

Brand messaging refers to the specific messages and content that a brand uses to communicate with its target audience. It includes the general words, phrases, and ideas that are carefully crafted to convey the brand’s values, personality, and unique selling propositions. 

Brand messaging aims to create a consistent and cohesive narrative that resonates with the target audience and effectively communicates the brand’s story, purpose, and offerings. It helps shape how the brand is perceived and understood by consumers, influencing their attitudes, emotions, and decisions. Effective brand messaging is authentic, memorable, and tailored to the needs and preferences of the target audience.

Brand Elements

Brand Logo Design

Exceptional logo design is achieved by creating a visually appealing and memorable symbol or graphic representation of a brand or company. A good logo should be simple, clear, and easily recognizable. It should communicate the essence of the brand and evoke positive associations and emotions in the viewer.

A well-designed logo is versatile and scalable, working well across different mediums and sizes. It should be distinct and unique amongst competitors, helping the brand to be easily identified and remembered by customers. Fantastic logos embody a timeless quality, remaining relevant and effective for many years.

Brand Mark Design

Great brand mark design involves creating a unique and visually compelling symbol or icon that represents a brand or company. A strong brand mark should be distinctive, memorable, and easily recognisable without the accompanying brand name. It should capture the essence and values of the brand, effectively communicating its personality and positioning. 

A well-designed brand mark is visually balanced and harmonious, using appropriate colours, shapes, and even typography to create a cohesive and visually appealing composition. It should be versatile and adaptable, working well across different applications. 

Brand Font

Brand font refers to the specific typeface or typography that is consistently used in the brand’s visual identity and communication materials. It plays a crucial role in shaping the overall aesthetic and personality of the brand. 

Carefully selected, the brand’s typeface reflects the values, tone, and positioning. It helps create a consistent and identifiable visual language across various brand touchpoints, such as logos, advertisements, websites, packaging, and more. The choice of a brand font can evoke specific emotions or associations, and it should align with the brand’s overall design and messaging strategy, contributing to a cohesive and impactful brand presence.

Brand Colours

Brand colours refer to the specific hues and shades that are consistently used in a brand’s visual identity and design elements. These colours play a fundamental role in establishing a brand’s identity and creating visual recognition. 

Brand colours are carefully selected to reflect the brand’s personality, values and elicit specific emotions or associations. They often consist of a primary colour palette, which includes the dominant colours used across various brand assets, and a secondary colour palette, which complements and supports the primary colours. The choice of brand colours should be intentional and aligned with the brand’s positioning, target audience, and industry.

Brand Pattern

A brand pattern refers to the visual, stylistic, or thematic elements that are consistently used to represent a brand across its various communications and touchpoints. It’s a part of a brand’s overall identity, helping to reinforce recognition and convey the brand’s personality.

Brand Design Visuals

Design visuals refer to the visual elements created to convey information, ideas, and messages by the brand. These visuals can include a wide range of design elements such as typography, images, illustrations, icons, colours, and layouts used in various mediums, including print and digital media, to effectively communicate and engage the audience. They are employed to enhance the visual appeal, readability, and comprehension of content.

These visuals play a crucial role in creating a cohesive and visually pleasing brand identity, marketing materials, advertisements, websites, and other communication materials. They give direction and set the precedent for all design work moving forward.

Brand Photography Moodboards

Photography style and tone refer to the aesthetic and emotional qualities conveyed through a photograph’s visual composition, lighting, colours, and overall mood. The style of a brand’s photography communicates the personality, approach and values of a brand. It sets the visual tone and establishes the overall look and feel of the image. 

The combination of style and tone in a photograph contributes to its visual impact and storytelling potential, shaping the viewer’s emotional response and interpretation of the image. A clear and obvious style of photography is key to establishing a strong and recognisable visual identity.

Brand Social Media Content Ideas

Social media marketing ideas involve creative strategies and tactics to effectively promote a brand or business through various social media platforms. These ideas encompass a range of approaches to engage and attract the target audience, build brand awareness, increase website traffic, and drive sales. 

This includes creating compelling and shareable content, videos, images and designs that resonate with the target audience and align with their interests and needs. Creating cohesive brand relevant content leverages the power of social media platforms to achieve marketing objectives and connect with the target audience in meaningful ways.

Brand Website Visual Ideas

Website visuals provide thoughtful and intentional use of the brand’s visual elements to create an appealing and engaging online experience. It involves the strategic arrangement of brand elements and content to enhance the overall aesthetics and usability of a website whilst communicating a cohesive message. 

These layouts are designed to guide the design of the website and aim to capture the attention of visitors, providing a fantastic user experience that results in an enjoyable and memorable experience for every customer.