10 Essential Branding Terms Explained
These 10 branding definitions are an excerpt of a more extensive glossary - formed in the process of putting together our first course on branding (coming this December). I hope that this might be a helpful resource for you!
Enjoy,
- Anna
1. Brand -
A brand is a broad term used to describe the way that consumers perceive a company. It encompasses how a business looks, how it feels, and the kind of experience it offers. It's a noun, but "brand" can also be used as a verb when referring to the process of branding a business.
2. Branding -
Branding refers to the visual identity of a brand. It's how a business presents itself through design elements like logo designs, colors, typography, etc. Strong branding can help establish recognition, set a company apart from competitors, and create a connection with a target audience.
3. Brand Voice -
A brand's voice relates to the way that a business communicates to its target audience. It relates to their tone or style of writing copy. For example, I like to infuse a brand voice into Chez Núñez that feels relaxed and approachable. I achieve this through the language I select and the stories I choose to tell on our platforms.
4. Color Palette -
A color palette is a curated collection of colors used to establish the brand's style and feel. These colors will help with brand recognition when used cohesively throughout all platforms, environments, and marketing materials.
5. Creative Brief -
A creative brief is a document used by creative individuals and agencies to outline specific project needs. It is typically put together by the person or team responsible for a project and then given to the creative(s) responsible for bringing it to life. Think of it as the blueprint for the project that brings everyone up to speed on the overall plan. It includes things like deliverable needs, deadline, creative vision, budget, etc. - anything helpful to know about a project before getting started.
6. Inspiration Board / Mood-Board -
We often use these terms interchangeably. A mood-board refers to an organized collection of references that help communicate the look, feeling, and stylistic direction that a brand is looking to pursue. At Chez Núñez, we like to create our boards on Pinterest and cap them at around 35 pins to keep from overwhelming ourselves or the clients. They're usually full of photos, illustrations, logo designs, colors, and textures that can inspire new designs for the branding project at hand.
7. Logo Design -
A logo is a graphic design used to represent a brand. It typically includes a brand's name, perhaps alongside elements like tagline or slogan, an established year, or an illustration. For the sake of versatility, it's best to have more than one logo design variation.
8. Mission Statement -
A mission statement is a brief statement that summarizes who a business is, what its goals are, and who they serve. It brings identity to a brand, can establish a connection with an audience, and offers a common goal to its team.
9. Re-Brand -
A re-brand occurs when a brand has outgrown or chosen to pivot from their existing identity. A re-brand could include a complete design and strategic overhaul, or it could simply involve revising logo designs and updating colors.
10. Vision Statement -
A vision statement is an inspirational statement that communicates a company's goals for the future and the impact that they hope to have on the world. I often interchange a vision statement with a mission statement. The distinction is that a vision statement is more aspirational, whereas a mission statement describes the business as it currently is.
