Glossary

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.