Brand Glossary

Brand Touchpoints

Brand Touchpoints are every single encounter your business has with your potential and current clients. Everything from business cards, website, social media posts, uniforms, waiting rooms, retail space, office space, trucks, and more. Consider your five senses to ensure that your client is interacting with your brand with each and every sense (sight, sound, smell, taste, see). This creates your own custom-tailored brand experience, making it memorable and referrable.

Brand Recognition

Recognition is how well general public identifies a brand by its attributes. The most successful Brand Recognition is when a person is able to quickly identify visual elements without being exposed to the company’s name but rather with other touchpoints such as packaging, slogans, colors, and images.

Brand Loyalty

Loyalty is when a consumer purchases the product/service repeatedly from the same company rather than repurchasing from other suppliers. Additionally, Brand Loyalty is when a consumer is willing to pay premium rates for a specific brand, go out of their way to purchase from their preferred brand, and to not think twice about looking for an alternative.

Brand Ambassadors

These are your employees, referrals, and extremely loyal networks who represent your business by promoting you to everyone they come into contact with as well as carrying and showcasing your business Core Values. They are your walking billboards, they are worth investing in.

Brand Standards Guide

A set of rules outlining how to use the Brand to keep a consistent look across all marketing channels. Distributed to employees, marketing departments, and vendors to make sure they are creating the approved branded look on each and every tool they create. Brand Standards Guide keep everyone managing your Brand Touchpoints consistent. 

Brand Promise

The commitment to deliver made between your brand in order to encourage that audience to buy. It’s the authentic statement that says your company will deliver them an experience during their investment. Your internal teams should be reminded of this promise daily. 

Brand Positioning

Positioning is a marketing strategy that aims to make a brand occupy a distinct space or position, relative to competing brands, in the mind of the customer.


Fictional buyers created to represent the different types of customers that you are aiming to gain more of. Their descriptions help align what tools you need to provide them that they want to interact with, are attracted to, and that spark action to connect with your brand. A Persona’s characteristics often include demographics, geographics, economics, social trends, personal status, education, and the struggles they face that lead them to the solutions you offer. 


A form of exhibit design and is the process of developing an exhibit around the Brand Guidelines to build a physical brand experience—from a concept to a physical, three-dimensional exhibition. These are proven useful to help motivate and inspire your internal teams in common spaces such as lobbies, cafeterias, break rooms, etc. External audiences interact with them in your lobby, waiting area, transitional spaces like hospital hallways and connectors, entryways, conference rooms, etc. 

Brand Experience

Experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. Provide your customers with Brand Experiences from your website, to your internal spaces, to the events you hold. Hold sacred the type of experience you want your prospects and loyal customers to have with your brand to create incredibly memorable impressions that turn them into Brand Ambassadors.

Brand Equity

Brand Equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well-known name, as consumers believe that a product with a well-known name is better than products with less well-known names.

Brand Architecture

Brand Architecture is the structure of all the brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. A perfect example is FedEx, FedEx Freight, FedEx Air, etc. 


The word signature can be defined as a “distinctive pattern, product or characteristic by which someone or something can be identified.” A Signature Brand is an original, cohesive design based on the personality of your company that is carried across all print, digital, and web communications.


Wordmark or logotype is a distinct text-only type treatment of the name of a company, institution, or product name used for purposes of identification and branding. Great examples of logo Wordmarks are Google, Coke Cola, and FedEx


A concept that represents, stands for or suggests another idea, visual image, belief, action, or material entity. Great symbols examples are Nike Swoosh, Apple, and Target.

Brand Mapping

An organized brand structure for complex businesses who needs visual organizations to empower cross-selling and clear communication.

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