Branding General Terms

This glossary is not exhaustive, but it provides a starting point for understanding some of the key terms and concepts in AI. As the field continues to evolve, new terms and concepts will emerge, so look out for updates on the latest developments.

Brand Archetype

A universal character that embodies specific values and resonates with consumers. (e.g., The Hero, The Caregiver)

Brand Attributes

The characteristics and qualities associated with a brand.

Brand Essence

The core emotional feeling or message the brand conveys.

Brand Mission Statement

A clear declaration of the brand's purpose and impact.

Brand Values

The fundamental beliefs and principles that guide the brand's actions.

Brand Vision Statement

A description of the brand's aspirations and desired future state.

Brand Experience

The sum of customer interactions with a brand.

Brand Loyalty

A customer's strong, positive attachment to a brand.

Competitive Analysis

Assessing the strengths and weaknesses of competitors in the market.

Customer Persona

A detailed representation of a target customer segment.

Customer Experience (CX)

The perception of a customer's interaction with a brand.

Public Relations (PR)

The strategic communication of information to build and maintain positive relationships with the public.

Social Media Marketing

The use of social media platforms to connect with customers and promote a brand.

Brand Identity

Brand Architecture

The structure of a brand portfolio, including sub-brands and extensions.

Brand Assets

The tangible and intangible elements that represent the brand, like logos, colors, and slogans.

Brand Board

A visual representation of the brand's key identity elements.

Brand Colours

The specific palette used to evoke emotions and reinforce brand recognition.

Brand Guidelines

A set of rules and specifications for maintaining brand consistency across all touch points.

Brand Identity

The outward expression of a brand, including visual and verbal elements.

Brand Logo

A symbol or design that visually represents the brand.

Brand Name

The unique identifier that distinguishes the brand from competitors.

Brand Personality

The human-like characteristics associated with the brand, like friendly, trustworthy, or innovative.

Brand Slogan

A short, memorable phrase that captures the brand's essence.

Brand Storytelling

The process of crafting narratives that connect with the audience and convey brand values.

Brand Tone of Voice

The specific style and manner of communication used by the brand.


The specific fonts and styles used to represent the brand in written communication.