Glossary · 49 terms

Branding Glossary.

Corporate what? Here we explain the terms that keep coming up in branding, design and social media projects. Short, jargon-free and linked to the right guides in case you want to dig deeper.

Search a term

Brand & strategy

Brand ArchetypeBrand archetypes are core characters such as the explorer, the rebel or the caregiver.
Brand AwarenessBrand awareness describes how many people know your brand and recognise it when they come across it.
Brand IdentityBrand identity describes who a brand is and how it wants to be seen: its values, personality, language and appearance together.
Brand PositioningPositioning describes the place your brand should take in your audience’s minds: what people think of you for, and why you in particular.
Brand StrategyA brand strategy defines what your brand stands for, who it speaks to, how it differs from others and how it should sound and look.
Brand VoiceBrand voice is how your brand writes and speaks: the words it uses, how formal it is and how much humour it allows itself.
BrandingBranding is everything that makes people recognise your brand and connect a certain feeling with it: name, logo, colours, language, imagery and the way you show up.
Corporate IdentityCorporate identity (CI) is a company’s identity: its values, attitude, behaviour, language and appearance.
Creative BriefA creative brief is the written basis for a project: goal, audience, message, constraints and what should come out at the end.
Personal BrandingPersonal branding means making yourself visible as a brand: with clear positioning, your own style, and pictures and content that suit you.
RebrandingA rebrand reworks an existing brand, from a gentle logo refresh to a new name with a completely new look.
TaglineA tagline is a short, permanent line that belongs to the brand and sums up its attitude, often right next to the logo.

Design & logo

Website & search

Photo, video & AI

Rather just talk to us?

You don’t need to know every term to get started. Tell us what you have in mind and we’ll turn it into a plan.

Start a project