A branding glossary is a comprehensive reference guide that provides definitions and explanations of key branding concepts.

Why not bookmark this glossary as a valuable resource to enhance your understanding of branding principles and strategies?

By familiarising yourself with the terms and concepts included in this branding glossary, you’ll be better equipped to develop effective branding strategies and create a lasting impact in the minds of your target audience.


A brand represents the overall perception of a company, product, or service. It encompasses the unique set of characteristics, values, and experiences associated with a particular entity.

Brand audit

A brand audit comprehensively assesses a company’s brand and its various elements. A brand audit is a critical process that helps organisations gain insights into the current state of their brand, evaluate its effectiveness, and identify areas for improvement.

Brand equity

Brand equity represents the value and strength of a brand in the market. It reflects the positive associations, perceptions, and reputation that consumers have with the brand, ultimately influencing their purchasing decisions and loyalty.

Brand experience

A brand experience refers to the overall impression and perception that customers, or potential customers, have when interacting with a brand across various touchpoints and channels. It encompasses every interaction and encounter a person has with a brand, including both physical and digital experiences. A brand experience is not limited to just the product or service itself; it extends to all aspects of the brand’s presence and how it makes customers feel.

Brand identity

Brand identity encompasses the visual and verbal elements that communicate a brand’s personality, values, and offerings. It includes details such as the logo, colour palette, typography, voice, and overall brand aesthetics.

Brand map

A brand map, also known as a brand positioning map or brand perception map, is a visual representation that helps businesses and marketing professionals understand how consumers perceive different brands within a specific market or industry. It is a valuable tool for analysing and comparing brands based on various attributes and dimensions, allowing for strategic decision-making and brand positioning.

Brand positioning

Brand positioning refers to the strategic process of establishing a distinctive and favourable position for a brand in the minds of consumers. It involves defining the brand’s unique value proposition and competitive advantage in relation to its target audience.


In the context of branding, an icon refers to a symbol, image, or graphic element representing a brand or a specific product or service associated with that brand. Icons are often simple, distinctive, and easily recognisable, serving as a visual shorthand for the brand’s identity or core values. These graphical symbols are an integral part of a brand’s visual identity system and can play a significant role in brand recognition and communication.


A logo is a visual symbol or mark that represents a brand. It is a recognisable and distinctive element that helps customers identify and differentiate a brand from its competitors.

Mission statement

A mission statement is a concise and explicit declaration of an organisation’s fundamental purpose, core values, and overarching goals and objectives. It serves as a guiding statement that defines why the organisation exists, its aims, and the principles or beliefs underlying its actions. Mission statements are typically developed by businesses, nonprofit organisations, and institutions to communicate their mission and provide a sense of direction for employees, stakeholders, and the public.


“On-brand” refers to actions, decisions, or elements that align with and are consistent with a brand’s established identity, values, guidelines, and messaging. Being “on-brand” means adhering to the brand’s visual, verbal, and experiential standards to maintain a cohesive and recognisable brand image. This consistency is essential for building brand trust, recognition, and a strong brand identity.


Personas are fictional representations of idealised individuals representing segments of a target audience or customer base. In marketing and user experience (UX) design, personas are created to better understand and empathise with different user groups’ needs, behaviours, motivations, and preferences. These personas help businesses and organisations make informed decisions about product development, marketing strategies, and user-centered design.


A strategic process in which a company or organisation makes significant changes to its brand identity includes elements such as its name, logo, visual design, messaging, and positioning. Rebranding aims to refresh, revitalise, or reinvent the brand to align with its evolving business goals, target audience, values, or market conditions.


A tagline is a short phrase or slogan encapsulating a brand’s essence or key message. It aims to leave a memorable impression and reinforce the brand’s positioning in the minds of consumers.

Target Audience

The target audience refers to the specific group of individuals or customers a brand aims to reach and engage with its products or services. Understanding the target audience is crucial for effective brand communication and marketing strategies.


In marketing and customer experience terminology, a touchpoint refers to any interaction or point of contact between a customer or potential customer and a brand. These interactions can occur through various channels and at different customer journey stages. Touchpoints are critical because they shape a person’s perception of a brand and influence their overall experience.


A USP, or Unique Selling Proposition, is a marketing concept that represents the distinctive and compelling feature or benefit that sets a product, service, or brand apart from its competitors in the minds of consumers. The USP is a critical element of a company’s marketing strategy, as it helps define what makes the offering unique and why customers should choose it over alternatives.

Value proposition

A value proposition is a clear and concise statement that articulates the unique benefits and value that a product, service, or brand offers to its customers or target audience. It answers the fundamental question, “Why should customers choose your offering over alternatives?” A strong value proposition communicates the specific problem or need it addresses and explains how it delivers superior benefits or outcomes compared to competitors.

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