It can be a confusing world out there with variety of ways to describe different aspects on ‘branding’. Here is a quick guide to give you clarity on what each term means and how you can implement it within your business.
A Brand
An all-encompassing term usually interchangeable with the word ‘business’ or ‘company’.
Branding
A set of visual assets used consistently to convey the tone of the business, often referring to logos, colour palettes and fonts.
Brand Strategy
A comprehensive plan outlining specific tactics to relate to your chosen audience. It aligns with the company’s business objectives and serves as a guide for marketing efforts, product development, and customer engagement.
Brand Guidelines
A document which guides you through every aspect of your visual branding. This can also include background such as your brand strategy and audience insights as well as adding your tone of voice.
Brand Identity
Similar to ‘Branding’, this describes the look of your consistent visual assets, often referring to logos, colour palettes and fonts.
Brand Pillars
These are the core principles you value as a business and act and the foundations to build your strategy from.
Brand Values
Similar to ‘Brand pillars’, each value sets out an understanding of what is most important to you.
Brand Positioning
Where your brand stands within the market, bench marked against competitors, usually a blend between what your customer desires and what you do best.
Brand Differentiation
The process of distinguishing a brand from its competitors by highlighting unique attributes, values, or qualities that resonate with its target audience.
Rebrand
The process of assessing and updating current branding in order to better serve your customers and business needs.
Still in the dark?
To get help with a brand strategy or visual branding, get in touch .
Freelance Creative based in Falmouth Cornwall, UK 