A representation a very recognizable, typical person, thing or idea. By anchoring a brand with an archetype, the consumer feels already familiar with the brand.

A short phrase that declares where a company wants to position themselves among the competition.

The feature of a brand which leads to a consumer benefit.

The origin story of a brand that backs RTBs, resonates with the consumers and gives the brand character.

Website jargon that stems from newspaper terminology. When in the context of a website, it is the part below the opening screen, where the user has to scroll down to see information at the bottom.

Marketing and advertising that are driven by customer experience, as opposed to a top-down strategy that is powered by management.

The percentage of people who quickly leave a web page without interacting with it.

A particular combination of words, graphics, goals and character traits that is unique to a company, person, or entity, and provides differentiation from the competition. Over time, these points of differentiation become personal to consumers and a part of their own identities. It is more than the products or services that a company offers. The brand is the bond between the consumer and the company. A good brand will build emotional benefits and strengthen brand loyalty. It is a relationship, a conversation, a story.

Adam Morgan in Eating the Big Fish says a brand must fulfill four conditions:

• Has a buyer and a seller
• Has a differentiating name, symbol, or trademark
• Has positive or negative opinions about it in the consumers’ minds
• Is created, rather that naturally occurring

The connection between the consumer desire and the brand strategy.

An influencing representative hired by a brand to promote the brand image. This is someone who embodies the brand and engages with the target audience either online or in person. Ideally, this is every brand employee.

Any beneficial aspect of a brand that builds strategic value.

A thorough analysis of a brand and its competition to determine strengths, weaknesses, threats and potential areas of growth.

The document, whether online or a physical, that outlines the guidelines of style, strategy, and messaging for a brand.

An individual who protects, promotes, and embodies a brand. They are innovators and educators at the forefront of a brand who broaden awareness and advocate for a brand.

The overall strength of a brand that is determined through profits and market share.

The separation between a brand strategy and design, and customer experience.

The guide book or “how-to” user manual for the brand community that outlines branding tools, identity, motivation, and other specifications for a brand.

A complete story that shows not only what a brand does, but also how they do it. It covers the identity, values, and personality of the brand. It is a point of differentiation that provides a foundation for a brand to build off. This is where many consumers find emotional benefits, and it serves as a tool to build brand personality.

Brand Strategy is a set of marketing and operational choices which position a company for long-term success. A brand strategy is more than a set of marketing deliverables. It’s the commitment to a business approach, which aligns all facets of an internal organization with what’s externally communicated. Key elements of a brand strategy include a purpose statement, positioning statement, brand essence, and messaging platform.

The measurement of the financial strength of a brand.

A stimulating phrase that calls people to achieve a goal. It can also be an attracting phrase that draws a consumer to buy products or interact with a brand.

The record of the clicks and responsiveness by users who access a web page via a hyperlink or advertisement.

Advantages and benefits that a brand has to distinguish it from the competition. These are core to the brand and are not easily imitated by the competition.

The identifiable features, branding, and images of a brand that make up the identifiable brand essence. This includes the consumer facing foundation of a brand story and brand personality.

The document that is written for internal use. It outlines the parameters of the brand, including the vision, goals, processes, deliverables, and any creative considerations. There are many additional sections that may be included, such as competition, industry trends, and other strategy work. This is the catalyst for creative work and the primary reference for the creative team.

Presentation slides.

The sector of the public that is the intended consumer of a brand.