Mar 7, 2022
Are you happy with your branding? Or looking to get started with a new project? It’s such an important part of your business. You want to stand out, target the right audience and be consistent with your branding.
It’s not just about your name and logo. Your branding is intertwined in each part of your business, whether it’s the way your workforce works in line with your values, you are designing a leaflet or brochure and even your social media marketing.
Need help with branding terms? Before starting a project it’s really handy to be familiar with some of them:
This is the face of the brand. Back in the day, it would be the owner of the business or an endorsed celebrity humanising the brand. Nowadays, a brand ambassador could be your employees, loyal customers or anyone who is passionate about the brand.
Elements including fonts, colours or any graphics that help you identify a brand. Each individual element should spark recognition but putting them all together will create the brand identity.
A thorough examination of a brand to understand its strengths and weaknesses. An audit will help you identify any opportunities or anything that needs to be improved or changed.
The extent to which customers are familiar with a particular brand. Increasing brand awareness is often a goal for new brands, targeting new target markets or introducing new products or services.
A document or instruction manual detailing the principles of the brand and how it should be used. It will provide guidance and understanding of its story, mission and vision. Brand guidelines can be for internal or external use.
The visual elements and components that distinguish the brand to its intended audience. This could be the logo, tagline or colours and shapes.
Where a brand stands against others in the market. A strong brand position requires all marketing efforts to successfully make an impression on its customers.
The brand’s beliefs and promises that underline its purpose and guide towards its behaviour. What does your business stand for?
The theme, look and feel of graphic elements that are part of the brand’s appearance.
A small, graphic representation of a brand or if there is the use of multiple, it can be a brand’s stylistic extensions. Icons can help convey a message visually.
A visual signifier for a brand, this could be a shape, image or text. A logo helps the customer to identify a brand, for example, Nike’s swish.
The main brand that supports its subsidiary products or services by sharing its identity. The parent brand is usually well established which its sub-brand would benefit from.
Revisiting a brand and changing it. This could be because of an acquisition or change in target audience or other business changes.