Branding terms you should know

Branding & Marketing

The profession of brand marketing is awash with words and terms that, without an understanding of what they mean, can leave you feeling overwhelmed or confused.

But, fear not — help is at hand. Here’s a comprehensive brand marketing glossary to get you through.


A name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Source: Wikipedia

Brand Activation

The process of making your brand known to people, increasing awareness and engagement through some kind of brand experience.

Source: Econsultancy

Brand Agency

A firm that specializes in creating and launching brands, and rebranding.

Source: Wikipedia

Brand Ambassador

A person who is employed by an organization or company to represent a brand in a positive light, and by doing so, help to increase brand awareness and sales.

Source: Wikipedia

Brand Architecture

A system that organizes brands, products and services to help an audience access and relate to a brand.

Source: Gravity Group

Brand Assets

The elements, such as a colour scheme, jingle or font, that help identify a specific brand.

Source: Canto

Brand Audit

A checkup that evaluates a brand’s position in the marketplace, its strengths and weaknesses, and how to strengthen it.

Source: SCORE

Brand Awareness

The measure of how memorable and recognizable a brand is to its target audience.

Source: Bynder

Brand Bible

A document that establishes distinct guidelines on how all aspects of a company’s brand will be handled.

Source: Mayven

Brand Board

A short and easy-to-read document that includes all the visual elements of a brand.

Source: Aventive

Brand Book

A document that sets specific guidelines for perpetuating brand identity in all external and internal communications. Also known as a “brand style guide” or “brand bible”.

Source: DesignRush

Brand Building

The activities associated with establishing and promoting a brand.

Source: Merriam-Webster

Brand Centre

A platform for centralizing and sharing all elements necessary for brand diversification. These elements (logos, fonts, guidelines, etc.) allow internal and external users (agencies, freelancers, etc.) to create communications collateral in conformance with a brand’s identity.

Source: Wedia

Brand Champion

Someone who is responsible for promoting your brand and building support for it internally and/or externally.

Source: HubSpot

Brand Colour Palette

The (typically 3–8) designated colours that are used to convey a brand’s personality and style.

Source: Mark Brand Boutique

Brand Community

A place where people who have an emotional connection to a brand can connect with each other and with the brand.

Source: Sprout

Brand Consideration

A measure for tracking whether or not a consumer will consider purchasing from a brand.

Source: Organic

Brand Consistency

The practice of always delivering messages that are in line with the identity and values of a brand.

Source: Textmetrics

Brand Culture

The culture that a company cultivates in order to powerfully, consistently and competitively deliver its brand to market.

Source: Branding Strategy Insider

Brand Design

The designing of the name, logo, and symbolic elements related to a brand to create a distinctive identity in comparison to the other brands in the market.

Source: Marketing91

Brand Development

A strategic process of creating and distinguishing a company’s image, products and services from its competitors.

Source: Lucid Advertising

Brand Elements

The elements, features, or traits that differentiate a brand from others, including logo, colour palette, shapes, taglines, tone of voice, fonts, imagery, and positioning.

Source: Marketing Tutor

Brand Equity

A term used to describe the value of having a recognized brand, based on the idea that firmly established and reputable brands are more successful.

Source: Prophet

Brand Essence

The feeling(s) customers expect when they interact with a brand.

Source: Feedough

Brand Experience

The sum of all the sensations, thoughts, feelings, and reactions that individuals have in response to a brand.

Source: Widen

Brand Extension

A marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.

Source: Wikipedia

Brand Font

The fonts chosen by a brand to use in visual designs and communications.

Source: Endeavor Creative

Brand Governance

A framework to ensure that brands are presented consistently, that guidelines are properly executed, that rules are followed.

Source: Landor

Brand Guardian

A protector of a brand, providing governance to ensure the correct application of the brand internally and externally, as well as globally and locally.

Source: Marketing Interactive

Brand Guidelines

A set of clearly defined rules and standards that show how your brand should be represented to the world.

Source: Bynder

Brand Health

An umbrella term for metrics that show you how well your brand is doing.

Source: Search Engine Watch

Brand Ideals

The higher purpose of a brand or organization, which goes beyond the product and the service it sells.

Source: LinkedIn

Brand Identity

The visible elements of a brand, such as colour, design, and logo, that identify and distinguish the brand in consumers’ minds.

Source: Investopedia

Brand Licensing

A licensing agreement that gives permission to a company to produce or market a product or service from the original owner.

Source: UpCounsel

Brand Logo

A graphic mark, emblem, symbol, or stylized name used to identify a company, organization, product, or brand.

Source: Investopedia

Brand Loyalty

When a customer continually purchases from a company because they trust the brand.


Brand Management

A function of marketing that uses techniques to increase the perceived value of a product line or brand over time.

Source: Investopedia

Brand Manifesto

A written statement that publicly declares a company’s views, motives, and intentions.


Brand Mantra

A short (usually 2–5 words maximum) phrase that encapsulates the competitive frame of reference, the points of difference, the points of parity, and everything else about a brand into one thought.

Source: New Kind

Brand Mark

A symbol, element, art design, or visual image that helps immediately recognize a certain company.

Source: SendPulse

Brand Marketing

A way to promote your product or service by promoting your brand as a whole.

Source: 99designs

Brand Measurement

The process of identifying and monitoring a set of metrics to represent the performance of brand building activities.

Source: Attest

Brand Messaging

The art of using the right words to communicate the essence of a brand to potential customers.

Source: 99designs

Brand Metrics

The quantifiable variables that one can measure to track a brand’s performance.

Source: Qualtrics

Brand Mission

A statement that clearly communicates a brand’s purpose, objectives and how it plans to serve its audience.

Source: Sprout

Brand Name

A name applied by a manufacturer or organization to a particular product or service.

Source: ThoughtCo

Brand Narrative

All of the stories that define a company and its reasons for existing.

Source: Go Narrative

Brand Perception

The sum of feelings a consumer has about a brand.

Source: Adtaxi

Brand Performance

The measure of a brand’s results against the business and marketing goals.

Source: Loomly

Brand Personality

A set of human characteristics that are attributed to a brand.

Source: Investopedia

Brand Photography

The suite of bespoke images used to represent companies and form clear visual identities for marketing materials.

Source: Becky Kerr Photography

Brand Pillars

The points that set a company apart from competitors.

Source: Medium

Brand Platform

A living document that establishes a foundation for the organization’s identity, messaging and visual presentation.

Source: MarketPoint

Brand Positioning

The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

Source: The Branding Journal

Brand Promise

A value or experience a company’s customers can expect to receive every single time they interact with that company.

Source: Gary Fox

Brand Proposition

A simple statement that summarizes why a customer would choose a product or service.

Source: Help Scout

Brand Purpose

A brand’s reason for being beyond making money.

Source: Don’t Panic

Brand Recall

A measure of the proportion of consumers who can recollect a brand.

Source: Voices

Brand Reputation

The perception of the brand and how the particular brand of the company is viewed by the customers, stakeholders, and the market as a whole.

Source: Marketing91

Brand Research

A research process that assists with the creation, development, and ongoing management and strengthening of brands.

Source: Brandwatch

Brand Sentiment

The underlying consumer emotion expressed in a mention of a brand.

Source: MonkeyLearn

Brand Share Of Voice

A measure of the market a brand owns compared to its competitors.

Source: Sprout

Brand Slogan

An advertising tagline that conveys a brand’s spirit in the shortest way possible.

Source: Ebaqdesign

Brand Stewardship

The leadership and accountability for the long-term wellbeing of a brand.

Source: PharmaVOICE

Brand Strategy

The long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of a brand by consumers.

Source: Bynder

Brand Style Guide

A digital rulebook that specifies every aspect of the look and feel of a brand.

Source: Bynder

Brand Tagline

A phrase that accompanies a brand name to quickly translate the positioning and brand statements into a few memorable words that provide an indication of a brand’s offerings, promise, and market position.

Source: dummies

Brand Tone Of Voice

The way brands communicate with their audience, including the choice of words, the writing style and the emotional tone.

Source: Rock Content

Brand Touchpoints

Any bit of interaction or communication made between a brand and its customers.

Source: Canny Creative

Brand Tracking

The ongoing measurement of brand-building efforts against key metrics, such as brand awareness and perception.

Source: Kantar

Brand Trademark

A right granted by the state and serves as a protection for the investment in a brand.

Source: Mondaq

Brand Uplift

A positive shift in how prospective customers perceive a brand, typically measured via survey, that doesn’t immediately translate into an action or sale.

Source: Built In

Brand Values

The beliefs that you, as a company, stand for.

Source: Brandfolder

Branded Environment

Intentionally built environments that serve as the physical embodiment of a brand.

Source: SB Creative


The marketing practice of actively shaping a brand.

Source: 99designs


A form of partnership, where two companies or brands share their brand names, logos, etc., on one project, one product, or one piece of software.

Source: airfocus


The process of changing the corporate image of an organisation.

Source: Economic Times

Sasi Kumar

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