Parent Brand
The main brand in a brand architecture that houses sub-brands or extensions. Crucial for providing overarching brand identity and consistency across sub-brands.
28 topics found for:
“brand messaging”
On-Brand
Actions, messages, or visuals that are consistent with the established brand identity and values. Essential for maintaining brand integrity and ensuring all communications align with brand standards.
Brand Book
A document that outlines the guidelines for how a brand should be presented, including visual identity, messaging, and tone. Essential for maintaining brand consistency and integrity.
Off-Brand
Actions, messages, or visuals that do not align with the established brand identity and values. Important for identifying and correcting deviations from brand standards.
Brand Canon
The established set of core values, stories, and attributes that define a brand's identity and guide its communications. Essential for maintaining brand consistency and authenticity.
Brand Voice
The distinct personality and style of a brand as expressed through its communication channels. Essential for creating a consistent and recognizable brand presence across all interactions.
Brand Gap
The difference between a brand's desired perception and the actual perception held by consumers. Important for identifying areas of improvement and aligning brand strategy with consumer expectations.
Brand Management
The process of developing and maintaining a brand to ensure it meets business goals and customer expectations. Crucial for sustaining brand equity and achieving long-term success.
Brand Strategy
A long-term plan for the development and management of a brand to achieve specific goals. Essential for guiding brand development and ensuring alignment with business objectives.
Visual Identity
The visual elements of a brand, such as color, design, and logo, that communicate the brand to consumers. Crucial for creating a consistent and recognizable brand presence.
Brand Alignment
The practice of ensuring that all brand activities and communications are consistent with the brand's values, mission, and identity. Essential for maintaining a cohesive brand image and fostering trust and loyalty among customers.
Brand Standards
Guidelines that dictate how a brand should be presented across various media to ensure consistency. Crucial for maintaining brand integrity and ensuring uniformity in brand communications.
Brand Image
The perception of a brand in the minds of consumers, shaped by interactions and experiences with the brand. Crucial for understanding consumer perceptions and guiding brand strategy.
Voice and Tone
The style and attitude of the communication in a product, reflecting the brand's personality and affecting how messages are perceived by users. Important for creating a consistent and engaging user experience that aligns with the brand identity.
Rebrand
The process of changing the corporate image of an organization, including its name, logo, visual identity, and messaging, to better align with its strategic goals. Important for revitalizing a brand and aligning it with current market positioning and business objectives.
Positioning Statement
A brief description of how a product, service, or brand meets the needs of its target audience and stands out from competitors. Crucial for defining the unique value proposition and guiding marketing strategies for digital products.
Theming
The process of applying a consistent style, motif, or brand identity across a piece of work, design, or user experience to create coherence and enhance the overall aesthetic. Essential for ensuring visual consistency, reinforcing brand identity, and providing users with a unified and engaging experience.
Messenger Effect
The phenomenon where the credibility of the source of information influences how the message is received and acted upon. Crucial for designing communication strategies that leverage trusted sources.
ATL
Above the Line (ATL) refers to marketing activities carried out at a macro level to reach a large audience through mass media such as TV, radio, and print ads. Essential for building brand awareness and reaching a wide audience.
Storytelling
The practice of using narrative to communicate information, ideas, or experiences in a compelling and engaging way, often used in marketing and design. Crucial for creating engaging and memorable user experiences and effectively conveying messages.
RTB
Reasons to Believe (RTB) is a marketing concept that refers to the evidence or arguments that support a product's claims and persuade consumers of its benefits. Essential for building trust and credibility with customers.
Multichannel Marketing
A marketing strategy that uses multiple channels to reach and engage customers, such as email, social media, and websites. Crucial for maximizing customer reach and engagement by leveraging diverse communication platforms in digital products.
Semiotic Theory
The study of signs and symbols and their use or interpretation. Important for designing effective visual communication and iconography.
Neuroselling
The application of neuroscience principles to marketing, aiming to understand consumer behavior and improve marketing strategies. Important for creating more effective and engaging marketing campaigns.
DAM
Digital Asset Management (DAM) is a system that stores, organizes, and manages digital assets, such as images, videos, and documents. Essential for maintaining and leveraging digital content efficiently in product design and marketing.
Moral Suasion
The act of persuading individuals or organizations to act in a certain way based on moral arguments or appeals. Useful for designing persuasive communications and ethical influence strategies.
UX
User Experience (UX) refers to the overall experience of a person using a product, system, or service, encompassing all aspects of the end-user's interaction. Crucial for creating products that are not only functional but also enjoyable, efficient, and satisfying to use.
Omnichannel
A seamless and integrated customer experience across multiple channels, such as online, mobile, and in-store. Crucial for providing a consistent and cohesive user experience, enhancing customer satisfaction and loyalty in digital products.