glossary
Brand
The collection of attitudes, perceptions, feelings and beliefs held about an organization (or product).
Brand Asset
Any aspect of a brand that has strategic value — e.g., visual symbols, slogans, sounds, photos, mascots, etc.
Brand Equity
The accumulated value of a brand’s assets, awareness and loyalty — both financially and strategically.
Brand Gap
The gulf between business strategy and the actual experiences people have with an organization’s brand.
Brand Identity
A system that defines the outward expression of a brand, including everything that people see and hear. (Compare to “Corporate Identity.”)
Brand Image
The mental picture and impressions people have about an organization, product or service.
Brand Position
A foundational concept that works as an organization’s promise and central driving principle. A simple, unique and insightful idea that unites every aspect of a brand and its expression.
Brand Story
The articulation of a brand as narrative. A coherent set of statements that articulate the meaning of a brand and what it stands for.
Branding
The process by which both a brand and brand identity are developed.
Coined Name
Invented words or phrases. Coined names are generally considered strong and distinctive marks that are more likely to receive protection from the US Patent and Trademark Office (USPTO).
Copyright “©”
Legal protection granted to the specific expression of an idea. Copyright protection is granted the moment a creative work assumes a tangible form. Contrary to popular belief, it is not necessary to register the work with the US Copyright Office to obtain basic copyright protection. Compare to “Trademark” (™) and “Registered Mark” (®).
Core Values
The basic, uncompromising principles, beliefs and ideals that drive an organization’s culture, influencing employees interactions with customers and each other.
Corporate Identity
A system used to define the application of logos, colors and typefaces for corporate level communications and signage — e.g., stationery, business cards, apparel, etc. (Compare to “Brand Identity.”)
Mission Statement
An organization’s driving focus from an internal perspective. A functional statement of purpose, explaining exactly what it is the organization does and why it exists.
Personality Attributes
Tangible characteristics and features that describe the style, tone, flavor and feel of a brand in human terms.
Registered Mark “®”
Any trademark or service mark that is placed on a list of protected marks by the US Patent and Trademark Office (USPTO). Registered marks usually enjoy a higher degree of protection. See also, “Trademark.”
Service Mark "sm"
A symbol placed next to the name of a service that publicly claims ownership. It has no legal significance other than to notify the public that the owner views it as protectable. Service marks are used to protect services, while trademarks are used to protect companies and products.
Slogan (or Tagline)
A catchphrase or rally cry.
Symbol (or Icon)
Any visual shorthand or abstraction used to convey a key message about an organization, product or service — especially within the context of a logo.
Tagline (or Brand Slogan)
A sentence, phrase or word(s) that summarize a brand’s market position, marketing theme or key message.
Trademark “™”
A symbol placed next to a mark that publicly claims ownership. It has no legal significance other than to notify the public that the owner views it as protectable. See also, “Registered Mark.” Only federally registered trademarks can use the ® symbol.
Value Proposition (or Unique Selling Proposition)
A set of benefits — including functional and emotional — that differentiate an organization or its offerings.
Vision Statement
A simple articulation of an organization’s goals that defines aspirations, ambitions and priorities for the future. (Similar to a “BHAG”, or “Big Hairy Audacious Goal.”)
Wordmark
A logo comprised of stylized type only, without a corresponding symbol.