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 will build your knowledge and help you pinpoint your needs more effectively. It can also 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 logomark and logotype. Plus, examples of brands you may recognise to clarify the meaning of essence and promise.

15 common branding terms