Branding terms explained
The world of branding is peppered with terminology that might be confusing at first. In this guide, I share 15 common branding terms, providing clarity and insight into what they mean for you, your business, or your creative practice.
This simple overview won’t make you a branding expert! But it may help when assessing your own branding, and you might like to refer back to it as we navigate strategy, styling and storytelling together this year.
You’ll find links to projects I’ve worked on to show you what I mean by particular terms, such as logo, logomark and logotype. Plus examples of brands you may recognise to help clarify the meaning of words such as essence, loyalty and promise in the context of branding.
Common branding terms
01. Brand
At its core, a brand represents the heart and soul of a business, product or service, though it can extend to people and places. It's what an entity stands for. Key to creating a brand is developing a positive experience for your audience, customer or reader, who then forms a perception and, over time, builds your reputation.
02. Branding
Branding is the process of creating, developing, and managing a brand. It involves strategic actions and practices designed to shape an identity as well as influence how a brand is recognised and remembered. It encompasses various elements, such as styling and storytelling, which can help to communicate a brand's promise, positioning and personality.
03. Brand identity
When discussing brand identity, I’m referring to the visual elements of a brand, such as logo, icons, typeface, patterns, collateral, photography and other design assets. It also covers digital identity—building a presence through emails, socials, websites and other forms of online media. Ultimately, it’s the look and feel of a brand.
04. Logo
A logo is a symbol that visually represents your brand. It's a vital part of a visual identity because it often encapsulates the essence of a brand in a single mark, sometimes called a logomark. However, some businesses use typography (fonts) only, and this can be just as powerful and recognisable. It’s often referred to as logotype.
05. Typography
Whether opting for GoogleFonts for its accessibility, investing in a paid option on Creative Market for impact, or going the custom route for originality, the key is to ensure that the chosen typography (type, typeface or fonts) aligns with the messaging and appeals to the audience. Sometimes, it pays to approach a designer to customise type or a foundry to produce bespoke type.
06. Collateral
Consider this a broad category that includes any physical or digital materials used to visually communicate messaging and support the marketing and selling of a brand's products or services. It refers to brochures, flyers, postcards, signage, and social graphics. These elements reinforce brand clarity and consistency when aligned with a brand style.
07. Guidelines
Also known as a style guide (document) or brand board (single page), these “instructions” compile all brand elements into a simple, easy-to-use reference point. It helps maintain consistency across various online and offline materials and, together with a set of assets, ensures that anyone responsible for managing a brand understands and follows the brand guidelines.
08. Brand essence
You can think of essence as the blueprint for how a brand appears and behaves. Those first impressions made on those who come into contact with it, and the kinds of things that might influence this include the brand's approach, language and values. How a brand carries itself, communicates and presents itself to the world.
Example: Seedlip
You may be familiar with the world's first distilled non-alcoholic spirit. With botanical products crafted from herbs, peels and spices, the essence of Seedlip centres around nature and wellness—offering the ritual and pleasure of a well-crafted drink without compromising on taste, quality or experience.
09. Brand loyalty
This is the tendency of an audience to continuously choose one product, service or even Substack publication over another. It's a measure of a brand's success in retaining its audience, buyers or readers over time, reflecting in the strength of the relationship. This loyalty is cultivated through shared vision and values, with an audience acting as ambassadors.
Example: 91 Magazine
This indie publication has carved out a unique space by focusing on creative interiors, and lifestyle stories and collaborating with and spotlighting indie businesses. The brand fosters loyalty through thoughtfully curated articles and connects with its audience through workshops, making 91 Magazine a beloved resource among those who seek inspiration beyond the mainstream!
10. Brand promise
This pledge defines the unique value and experiences an audience can expect when engaging with a brand. It encompasses what a business, product or service stands for and in delivering on this promise, a brand not only fulfils its commitment but builds trust. It’s a fundamental component of strategy and storytelling, guiding actions, communications, and deliverables.
Example: G.F Smith
This brand has stood as a testament to the art of papermaking and supply since its launch way back in 1885. G.F Smith promises unparalleled craftsmanship and quality they’re committed not only to a physical product but to inspiring artists, creators and designers through the possibility and tactility of paper.