Core Branding Concepts Defined

Brand

The overall perception someone has of a particular organization.

Branding

The act of shaping that perception.

Brand Values

A set of beliefs that a brand represents and uses to guide its actions and decisions.

Brand Promise

A statement that describes what a brand promises to deliver to its customers.

Employer Branding

The process of creating and managing a company's employer brand, which is the perception that employees and potential employees have of a company as an employer.

Co-branding

When two companies come together to create a product or service.

Personal Branding

The process of creating and managing your own personal brand.

Gut Feeling

An instinctive feeling rather than an opinion based on facts or reason.

Logo

A symbol or other design adopted by an organization to identify its products, uniforms, vehicles, etc.

Perception

The ability to see, hear, or become aware of something through the senses.

Creativity

The use of imagination or original ideas, especially in the production of an artistic work.

Mind

The element of a person that enables them to be aware of the world and their experiences, to think, and to feel; the faculty of consciousness and thought.

Voice

The sound produced in a person's larynx and uttered through the mouth, as speech or song.

Product

An article or substance that is manufactured or refined for sale.

Promise

A declaration assuring someone that one will definitely do or not do something.

Impression

An idea, feeling, or opinion about something or someone, especially one formed without conscious thought or on the basis of little evidence.

Target Audience

A particular group of consumers within the market at which a product or service is aimed.

Slogan

A short and striking or memorable phrase used in advertising or to promote something.

Market Share

The portion or percentage of a market that a company or organization controls.

Brand Identity

The visible representation of a brand, including its name, logo, and design, that distinguishes it from its competitors.

Brand Experience

The overall impression a customer has of a company across all interactions.

Brand Perception

The beliefs, thoughts, feelings, and impressions people have about a brand.

Underdog

A company or brand that is perceived as disadvantaged or less likely to succeed than its competitors.

Schadenfreude

Pleasure derived from someone else's misfortune.

Forge

To create or develop something strong, like a relationship or connection.

Foster

To encourage the development or growth of something.

Weave

To combine various elements or threads to create something, like a story or brand strategy.

Strengthen

To make something stronger or more powerful.

Align

To position something in relation to something else or to a set of values or principles.

Niche

A specialized segment of the market.

Leverage

To use something to gain an advantage or achieve a goal.