Brand Glossary

Vision: a statement describing the future that a brand is striving to create/achieve.

Mission Statement: an enduring statement of purpose that identifies the scope of operations in product and market terms, and reflects values and priorities.

Brand Strategy: a plan to create and/or measurably improve each element in order to strengthen the brand.

Brand Architecture: an organising structure of the brand portfolio that specifies the brand roles, the inter-relationship between the various brands and the different product-markets in which they operate.

Brand Proposition: encapsulates what the brand stands for and to whom (i.e. target audience/customer clarification). When communicated effectively to this target audience, it should differentiate you from the competition in a meaningful way to position effectively.

Brand Values: represent key attributes that the product and services should deliver in order to deliver the brand proposition consistently.

Rational Values: physical properties associated with the brand and functional benefits the end user derives from brand.

Emotional Values: emotional values and benefits the user derives from the brand (self-image etc.).

Brand Personality: is defined by the values and vision of the brand, and should be expressed in all communications. A strong brand personality enables constant reinforcement to customers, the aspects of the personality designed to be attractive to them. It adds emotion, culture and myth to the brand identity by visual style, selected colours, tone of voice, manner of communication and imagery.

Brand Promise: a single idea which distils the brand’s ultimate reason for existing. It should have an emotional pull, not just pure function.

Brand Positioning: What do you have that makes you stand out, be different, special? Where is the “gap” for you?

Positioning Statement: a positioning statement tells, in one sentence, what business the company is in, what benefits it provides and why it is better than the competition.

Brand Associations: the attributes that customers think of when they hear or see the brand name.

Brand Essence: the core truth of the brand, its DNA, it is the basis of the brand/consumer relationship.

Brand Name Awareness: the strength of the brand’s presence in the consumer’s mind. Recognition is linked to familiarity and liking/preference.