There are literally hundreds of terms that begin with brand. It can be an overwhelming amount of brand stuff. It’s not a coincidence the acronym for brand stuff is BS. It’s enough to give anyone a brand headache.
What are the most important terms to know?
Brand Identity
This encompasses the full range of visual, auditory or sensory components that remind people of the brand. The logo is the most common part of an identity. It’s essential to understand the logo is not the brand itself, nor does it define the brand. It should, however, conjure up emotions when someone sees the logo or any other part of the identity system. The power of a professional logo is its ability to create instant recall.
Brand Standards
Also referred to as Brand Guidelines, this is a more detailed explanation of how to consistently carry out the Brand Identity. A Brand Standards Manual usually includes information on fonts, colors, and practically every imaginable way the identity could be displayed. Sometimes, but not always, a manual may include specific templates for documents like business cards, flyers or simple brochures.
Brand Promise
A brand promise is rarely written and posted on a wall like a mission statement. Yet, it is important for all who work for or represent the brand to understand the promise. It’s an unwritten commitment to customers about what they can reasonably expect when they interact with the brand.
Brand Positioning
This describes the place that a brand holds in its respective marketplace. It impacts how a brand compares to its competitors, which influences all marketing and even its pricing strategy. Brand positioning needs to be honest while also emphasizing differentiation from the rest of the marketplace.
Brand Awareness
If only all brands had the global awareness of Apple or McDonalds. Sadly, very few enjoy that level of recognition. That is why new brands or rebrands should invest heavily in a period of building brand awareness.
There are other terms that have great relevance. For example, we help identify a Brand Personality and Brand Essence when we guide clients through the branding process. Understanding and implementing the ones listed above are the most critical for success and should be taken very seriously. Who is responsible for ensuring that these things are achieved consistently? Sounds like a job for the Brand Police.
