Branding Dictionary

The second article in the series of Branding 101 lists some basic terminologies of branding. This follows from the first in the series: A Newbie’s Guide To Branding.

If you’re going to manage your branding effectively, you have to learn the basic terminologies that brand managers and marketers use. This will help you break your brand down into components and focus on different aspects of your brand as needed.


A paid announcement that promotes a brand, product, or service. A few articles on advertisement: hereherehereherehere, and here.

Brand Ambassador

brand ambassador is a person, usually a popular person, who has already got a considerable fan following, such as actors, pop stars, sportspersons, social activists and even politicians who can be used as ‘crowd-pullers’.

Brand Awareness

A measure of how many people know of a particular brand.

Brand Consistency

How well the various marketing materials, packaging, and company actions adhere to the brand identity and brand guidelines.

Brand Experience

The experiences a customer has with a brand, whether or not there is interaction with the actual product or service.

Brand Family

A set of different brands that are organized under one umbrella brand.

Brand Franchise

A brand that is so well-recognized that the marketplace automatically views it in a positive light. Also, see brand franchising.

Brand Heritage

Brand heritage can be defined as the long-standing record of a brand’s existence in the public domain and providing services or goods.

Brand Identity

The expression of a brand by a brand owner, and how the brand wants to be perceived by its customers specifically created by a competent brand identity designer.

Brand Image

How a brand is actually perceived by its customers, whether or not it is consistent with the brand identity.

Brand Loyalty

How much a customer consistently patronizes a certain brand despite the presence of competing brands.

Brand Mission Statement

Your mission statement answers questions such as Why is your brand is in business, The moral and/or ethical stand of your company, How you want to be perceived by the public, How you intend to change this world through your brand and is very critical to the success of a brand.

Brand Name

Written or linguistic method of identifying a product. Usually, a brand name is trademarked to prevent imitation by or confusion with other brands.

Brand Trust

A measure of a brand’s reputation and standing with a customer. Manifests as a belief in a company’s excellence and quality and easier acceptance of new offerings.

Brand Recall

How well a brand is remembered or recognized by a customer.

Branding Guidelines

A set of rules and procedures for creating promotional material in order to stay consistent with a brand’s chosen image.

Brand Message Clarity

Your brand message needs to have an emotional aspect to it. It is not about the features but about the benefits of your product or service. People make buying decisions based on emotions. It has been scientifically proven. Your brand message must touch upon these emotions and then come to the features.

Brand Visual Imagery

But a brand’s visual imagery goes much deeper than a simple logo design. Successful brands create and use visual imagery that ties into human emotions and seeps deep into the various touch points that their target audience including packaging and campaign imagery. The way a brand’s visual imagery is created utilized can either infuriate a customer base or dramatically increase sales.


A printed document that gives a detailed explanation of a brand’s virtues. Check out our brochure designing service.

Buyer Persona

Buyer personas are research-based representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, where they buy as well as when buyers decide to buy and why they make buying decisions.

Celebrity Stylists

You might not think of stylists as the people to contact with potential business opportunities, but for fashion start-ups, having a celebrity’s stylist vouch for your brand can tremendously increase your odds of getting a celebrity partnership. After all, who’s more qualified to assess whether there’s a good fit between your brand and a celebrity than their stylist?


A form of advertisement that appears in video or audio format.

Direct Mail

Contrary to popular belief, Direct Mail marketing is alive and kicking. In fact, the ROI on direct mail marketing is amongst the best in the marketing world. Direct mail can be very effective to generate leads, promote special offers, drive traffic to the business, generate retail sales and communicate with customers.

Emotional Branding

Wikipedia defines Emotional branding as a term used in marketing communication that refers to the practice of building brands that appeal directly to a consumer’s emotional state, needs, and aspirations.


graphic or image used to represent a company, service, or product.

Marketing Vs. Selling

Marketing is a cerebral function – gathering information, processing it, understanding what can be sold where and in what volumes at what kind of price.

Sales is a physical function – taking the product into the market, selling it and bringing in the money. Neither function has any purpose without the other. Planning without implementation is worthless, as is action without knowing where, when, how and why to act.

If Sales and Marketing are able to use common support resources the synergies are easier to achieve.

Niche Market

A niche market is the subset of the market on which a specific product is focused. The market niche defines as the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact. It is also a small market segment.

Paid Search Engine Marketing

Outbound marketing means getting your sales funnel right, and learning how to connect with the demographic that will love your product or service. Unlike inbound marketing, when grabbing attention with a search engine marketing campaign (SEM), you will be paying for every click.

Personal Branding

Personal branding is the process of turning your personality into a brand both online and offline which would then support your main brand – if you so choose to.

Press Release

press release is an official communication from a company written in a journalistic format released to the general public and/or news agencies.


Deliberate efforts to manage the public perception of a company, individual, or brand. Also, check out Negative Publicity.

Publicity Strategy

The core components of a publicity strategy are Publicity campaign plan, Media Kit, Media contact list, Press release development & release, Story development & propagation and Press conferences.


Rebuilding a brand identity from the ground up in order to achieve a different brand image. Check out these 5 rebranding mistakes.

Social Media Strategy

robust and custom social media strategy includes crafting tailored messages to each social media channel and building a relationship with your target audience rather than using the channels as a megaphone to shout out discounts and deals to the world.


A short, catchy statement associated with the brand. Often used in conjunction with logos in various marketing materials. Do you need a tagline?

Target Audience

The group of people to whom the marketing message is directed. Check out the target audience checklist.

Target Market

A top-level categorization of a brand’s ideal customers. Check out this target marketing premier.

Urban & Streetwear Brands

Urban and streetwear fashion is more than a trend. It’s become a cultural phenomenon that has integrated itself into everything from high-end fashion shows to retail stores across the country.