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.
43 topics found for:
“brand value”
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.
Brand Equity
The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty. Crucial for understanding the long-term value of a brand and its impact on business success.
Brand Attributes
The characteristics and qualities that define a brand and distinguish it from competitors. Essential for creating a unique brand identity and guiding brand communications.
Masterbrand
The primary brand in a brand architecture that serves as the foundation for all sub-brands and extensions. Essential for providing a unified brand strategy and leveraging brand equity across multiple products.
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.
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.
Sub-Brand
A brand that is part of a larger brand family, often having its own distinct identity while being related to the parent brand. Important for diversifying a brand's market presence and reaching new customer segments.
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.
Brand Story
The narrative that communicates the history, mission, and values of a brand, creating an emotional connection with the audience. Essential for building a compelling brand identity and fostering customer loyalty.
Brand Values
The core principles and beliefs that guide a brand's actions and decisions. Crucial for aligning brand activities with its mission and creating a strong, authentic brand identity.
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.
Wordmark
A distinct text-only typographic treatment of a brand name used as a logo. Important for establishing a recognizable brand identity and ensuring consistent brand representation.
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.
Co-Branding
A marketing strategy where two brands collaborate to create a product or service that leverages the strengths of both. Crucial for expanding market reach and enhancing brand value through strategic partnerships.
House of Brands
A brand architecture strategy where multiple distinct brands are managed under a single parent company. Crucial for managing diverse product lines and maximizing market reach.
Brand Loyalty
The tendency of consumers to continuously purchase the same brand's products over time. Essential for driving repeat business and ensuring long-term brand success.
Brand Positioning
The strategy of placing a brand in the market to occupy a distinct and valued place in the minds of the target audience. Crucial for differentiating a brand and achieving competitive advantage.
Environmental Branding
The use of physical space to convey brand identity and values through design elements like signage, architecture, and interior design. Crucial for enhancing brand presence and creating immersive brand experiences.
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.
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.
Competitive Differentiator
A unique attribute, feature, or capability of a product, service, or brand that sets it apart from competitors in the market. Essential for identifying and leveraging unique selling points to create a competitive advantage, enhance brand value, and attract and retain customers in the market.
CEM
Customer Experience Management (CEM) is the process of managing and improving the interactions and experiences customers have with a brand across all touchpoints. This process is essential for building strong customer relationships and enhancing brand loyalty.
LTV
Lifetime Value (LTV) is a metric that estimates the total revenue a business can expect from a single customer account throughout their relationship. Crucial for informing customer acquisition strategies, retention efforts, and overall business planning by providing insights into long-term customer profitability.
UBP
Unique Buying Proposition (UBP) is a statement that highlights the unique benefits and value a product or service offers to customers. Crucial for differentiating a product in the market and attracting customers.
Effort Justification
A cognitive bias where people attribute greater value to outcomes that required significant effort to achieve. Useful for designing experiences that recognize and reward user effort and persistence.
Commodification of Design
The process where design services and outputs become standardized and interchangeable, often leading to competition based primarily on price rather than quality or creativity. Important for understanding market trends and pressures that reduce the perceived value and uniqueness of design work, impacting pricing and differentiation strategies.
Chivas Regal Effect
The phenomenon where higher-priced products are perceived to be of higher quality, regardless of the actual quality. Useful for understanding consumer perceptions and designing effective pricing strategies.
Product Differentiation
The process of distinguishing a product from its competitors through unique features, benefits, or branding to attract and retain customers. Crucial for creating a competitive advantage and capturing market share.
Customer Loyalty
The likelihood that a customer will continue to buy from a particular company or brand over time. Crucial for maintaining a stable customer base and ensuring long-term business success.
B2B2C
Business-to-Business-to-Consumer (B2B2C), a business model where businesses sell products or services to other businesses that then sell them to consumers. Important for understanding complex value chains and partnership strategies.
Design Maturity
The level of sophistication and integration of design practices within an organization's processes and culture. Essential for assessing and improving the effectiveness of design in driving business value and innovation.
CX
Customer Experience (CX) is the overall perception and feeling a customer has when interacting with a company, its products, or services. Crucial for ensuring positive interactions with a company, driving loyalty and satisfaction.
NPS
Net Promoter Score (NPS) is a metric used to measure customer loyalty and satisfaction based on their likelihood to recommend a product or service to others. Crucial for gauging overall customer sentiment and predicting business growth through customer advocacy.
ROI
Return on Investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of different investments. Crucial for assessing the financial effectiveness of business decisions, projects, or initiatives.
Community Building
The process of creating or enhancing a community among individuals with common interests, goals, or values. Crucial for fostering user engagement and loyalty through shared interests and values.
Design Principles
Fundamental guidelines that inform and shape the design process, ensuring consistency, usability, and effectiveness in product creation. Essential for creating coherent, user-centered designs that align with organizational goals and user needs.
Cultural Theory
The study of cultural norms, values, and practices and their influence on human behavior. Useful for designing products that are culturally sensitive and relevant.
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.
CSM
CSM (Customer Success Management) is a business methodology focused on ensuring customers achieve their desired outcomes while using a product or service. Crucial for driving customer retention and satisfaction.
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.
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.
Social Proof
A psychological phenomenon where people follow the actions of others in an attempt to reflect correct behavior for a given situation. Essential for designing interfaces and experiences that leverage social influence to guide user behavior and increase trust and engagement.