Glossary

We live and breathe brands.
Here’s what we talk about:

ADVERTISING:
Describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance.

ANALYZE:
Examine methodically and in detail the …constitution or structure of information, typically for purposes of explanation and 
interpretation.

ASSOCIATIONS:
A connection or cooperative link between people or organizations.

AWARENESS:
Having knowledge or perception of a situation or fact.

BRAND:
The belief or perception that is created by the combination of tangible and intangible elements of a product, service or organization.

BRAND AWARENESS:
The actual marketplace reflection of your branding efforts.

BRAND EQUITY:
The stockpiling of brand identity that the marketplace attributes to your brand.

BRAND IDENTITY:
The unique set of attributes that define your brand.

BRAND IDENTITY TRAPS:
Tactical errors that prevent your brand from reaching it’s full potential.

BRAND LOYALTY:
The single most important goal of any branding campaign, loyalty creates a platform for an ongoing relationship with the marketplace.

BRAND PERSONALITY:
The human characteristics associated with your brand, such as exciting, sturdy, edgy, etc.

BRAND POSITION:
How your brand is perceived related to that of the competition.

BUILD:
Construct (something, typically something large) by putting parts or material together over a period of time.

CHARACTERISTICS:
A feature or quality belonging typically to a person, place, or thing and serving to identify it.

COLOR PALETTE:
The range of colors, used within a brand or campaign.

COMMUNICATION TRAITS:
The sharing of distinguishing qualities or characteristics.

COMPOSITION:
The action of putting things together; formation or construction.

CONVEY:
Make (an idea, impression, or feeling) known or understandable to someone.

CORE VALUES:
Uncompromising beliefs that drive organization behavior through all interactions both internally and externally. Never changing regardless of circumstances. They are governing principles that help you make sound, consistent decisions.

CULTURE:
The customs, arts, social institutions, and achievements of a particular nation, people, or other social group.

COMMUNITY RELATIONS:
The way in which two or more concepts, objects, or people are connected; a thing’s effect on or relevance to another.

CREED:
Set of beliefs or aims that guide someone’s actions.

DIFFERENTIATORS:
Identify differences between two or more things, organizations or people.

 

 

FONT:
A set of type of one particular face and size.

GUIDELINES:
A general rule, principle, or piece of advice.

GRAPHICS:
A part or aspect of something esp. one that is essential or characteristic.

INTEGRATED BRANDING:
A critical aspect to a successful branding campaign. All communication efforts must relay the same message.

KEY MESSAGES:
The most important catchphrase or slogan, used in promoting a product.

KEY DIFFERENTIATORS:
Determine main points that make someone or something different.

LOGO:
A symbol or other design adopted by an organization for identification.

LOYALTY:
A strong feeling of support or allegiance

MESSAGE STYLE:
A manner of which a verbal, written, or recorded communication is sent.

MISSION STATEMENT:
An organization’s guiding principles that state goals, values and where its headed. Defines overall plan in a short interesting manner. Should be meaningful, motivating, measurable and memorable.

NAME:
A word or set of words by which a person, animal, place, or thing is known, addressed, or referred to.

PERCEPTION GAP:
A disparity between your desired brand and the marketplace’s assigned attributes to your brand.

PERSONALITY TRAIT:
Distinguishing qualities or characteristics of a person or organization.

POSITION STATEMENT:
A no-nonsense statement of how the company is perceived in the minds of the customer.

PUBLIC RELATIONS:
The managing of outside communication of an organization to create and maintain a positive image.

RECOGNITION:
Acknowledgment of something’s existence, validity. The appreciation or acclaim for an achievement or service.

RESEARCH:
The systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions testing.

SLOGAN:
A phrase expressing the aims or nature of an organization, typically used repeatedly in advertising or promotions.

TAGLINE:
A variant of a branding slogan typically used in marketing and advertising to create a memorable phrase that will sum up the tone and reinforce the audience’s memory of a product.

TARGET MARKET:
A specific person, or place selected as the aim of a message.

VALUE PROPOSITION:
A person’s principles, standards or behavior conveyed in a scheme or plan of action.

VIDEA:
Visual interpretation of an idea or thought.

VISION STATEMENT:
An emotionally-derived statement that produces a visual image of where an organization will go and how it will affect the customer. Identifies the real, human value of the organization.

What People Are Saying….

ADRENALIN’S BRAND ANALYSIS CHECKLIST