Brand Definitions

The purpose of a brand audit is to ascertain how your business is performing in the eyes of your customers. It offers you the following benefits: Helps you to determine the positioning of your business and to plan corrective strategies. Empowers you to discover the strengths and weaknesses of your business. (according to @neilpatel)⁠

Brand Discovery: The process of objectively examining a brand to better understand its role within the competitive landscape and gain insights into its consumers and what motivates category purchase. Brand discovery will reveal strengths, weaknesses and what customers value most among the brand’s offerings and why.⁠

The means by which a brand is created in the mind of a stakeholder through all experiences and interactions with or involving the brand. Some experiences are controlled, and some are uncontrolled. Strong brands arise from consistent experiences that combine to form a clear, differentiated overall brand experience.

Brand awareness is important when launching new products and services, and it drives consumers' decisions when differentiating between competing companies. It encourages repeat purchases and leads to an increase in market share and incremental sales.⁠ ⁠ Brand awareness refers to the extent to which customers are able to recall or recognise a brand. Brand awareness is a key consideration in consumer behaviour, advertising management, brand management and strategy development.⁠

Brand Attributes are the core values that define the overall nature of the company and represent the essence of the brand. They are the set of unique fundamentals and characteristics that identify the physical, character, and personality traits of the brand in the market and in the minds of the customers.⁠

"A thorough, under-the-hood examination of a brand to uncover performance, position and customer insights. It helps you determine the strength of your brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments." Definition from Wikipedia

Brand Attributes are the core values that define the overall nature of the company and represent the essence of the brand. They are the set of unique fundamentals and characteristics that identify the physical, character, and personality traits of the brand in the market and in the minds of the customers.⁠

The brand fit shows to what degree a brand touchpoint conforms to the brand and brings the brand to life for customers and employees. Only a good brand fit can guarantee a positive brand experience.⁠

Brand loyalty is defined as positive feelings towards a brand and dedication to purchase the same product or service repeatedly now and in the future from the same brand, regardless of a competitor’s actions or changes in the environment. ⁠

Rebranding is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.⁠

A tagline is a short, memorable phrase that is used throughout your marketing. It should convey the main sentiment or feeling that you want people to associate with your brand. A good tagline becomes a cultural reference. Phrases like McDonald’s “I’m lovin’ it”.⁠

Brand assets are the individual elements that come together to form the outward-facing brand. Brand assets include the fonts, colours, animations and resources that must work together in order to forge the distinctive appearance of a brand. While each element can stand alone to spark recognition of the brand, the union of all these elements is what creates a cohesive brand identity.⁠

Digital branding serves the strategic building and development of a brand in a digital context. Companies who have an integrated cross-channel understanding of their brand use digital brand management to create a consistent and brand-conforming appearance. They work on merging the online and offline worlds of their brand.⁠

Product brands focus on the material performance, while the customer benefit of a service brand lies in immaterial performances. Service brands are not limited to any sector; they exist for instance in the fields of telecommunications, financial services, tourism, and as online platforms.⁠

Enacting changes to a product’s positioning to enhance its value in the mind of customers or change its potential market. Typically initiated when a product’s target audience(s) has shifted or the product is used in a different manner than originally positioned. It is almost always possible to reposition the product and create an alternate consumer perception.⁠

A brand archetype is a genre you assign to your brand, based upon symbolism. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity.⁠