Branding terms

Brand kits, identity, voice, positioning, colors, fonts, logos and brand guidelines. 31 terms, each with what it means, why it matters and what to do about it.

Brand archetype

A brand archetype is one of 12 character types, like the Hero, Sage or Caregiver, used to describe and keep a brand's personality consistent.

Brand assets

Brand assets are the reusable files and elements that make up a brand: logos, colors, fonts, photos, icons, templates and sounds.

Brand awareness

Brand awareness is how familiar your target audience is with your brand: whether they know it exists and can recall or recognize it.

Brand colors

Brand colors are the specific colors a business uses consistently, defined by hex, RGB and CMYK codes, so its content is recognizable.

Brand consistency

Brand consistency is presenting a brand the same way everywhere: same logo, colors, fonts, voice and promise across every channel and post.

Brand equity

Brand equity is the extra value a brand name adds to a product, from awareness and trust, beyond the product's features and price.

Brand guidelines

Brand guidelines are a document of rules for using a brand's logo, colors, fonts, imagery and voice so everyone presents it the same way.

Brand identity

Brand identity is everything a business controls about how it presents itself: name, logo, colors, fonts, voice, values and messaging.

Brand kit

A brand kit is a compact set of a brand's core assets: logo files, colors, fonts and voice notes, ready for anyone making content.

Brand messaging

Brand messaging is the set of core messages a brand repeats: what it offers, for whom, why it is different and what proof backs it up.

Brand personality

Brand personality is the set of human traits people associate with a brand, such as warm, bold, playful or dependable.

Brand positioning

Brand positioning is the place a brand aims to hold in customers' minds: who it is for, what it offers and why it beats the alternatives.

Brand recognition

Brand recognition is people's ability to identify a brand from cues like its logo, colors or sound, even without seeing the name.

Brand story

A brand story is the narrative of why a business exists, the problem it solves and the people behind it, told to connect with customers.

Brand voice

Brand voice is the consistent personality a business shows in its words: the vocabulary, rhythm and attitude that make its writing recognizable.

Color palette

A color palette is a defined set of colors chosen to work together in a design or brand, usually with set roles and exact color codes.

Font pairing

Font pairing is choosing two or more typefaces that work well together, usually one for headings and one for body text.

Logo

A logo is the graphic mark, name or symbol that identifies a business. It can be a wordmark, a symbol, or both combined.

Logomark

A logomark is a logo symbol or icon with no words, which comes to stand for the brand on its own once people know it.

Mission statement

A mission statement is a short description of what a company does, who it serves and why, used to guide decisions and explain its purpose.

Mood board

A mood board is a collage of images, colors, type and textures used to agree on the look and feel of a brand or project before design starts.

Positioning statement

A positioning statement is a short internal sentence naming a brand's target customer, category, key benefit and reason to believe.

Rebrand

A rebrand is a deliberate change to a brand's identity, from refreshed logo and colors to a new name, positioning and messaging.

Slogan

A slogan is a short, catchy phrase used in advertising to make a product, campaign or idea memorable, often changed between campaigns.

Tagline

A tagline is a short, lasting phrase that sits with a brand's name or logo and sums up what it stands for or promises.

Tone of voice

Tone of voice is how a brand's writing sounds in a given moment: more formal, playful, urgent or gentle, depending on channel and situation.

Typography

Typography is the art of choosing and arranging type: fonts, sizes, spacing and hierarchy that make text readable and give a brand its feel.

Unique selling proposition (USP)

A unique selling proposition (USP) is the one benefit or feature that sets a product apart from competitors and gives buyers a reason to choose it.

Value proposition

A value proposition is a clear statement of the benefit a customer gets from a product, and why it is better for them than the alternatives.

Visual identity

Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.

Wordmark

A wordmark is a logo made only of the brand's name, set in distinctive type or custom lettering, with no separate symbol.