Brand Dictionary: “A”
We have a handy-dandy little resource in our possession that was created by the AIGA Center for Brand Excellence. It’s called The Dictionary of Brand, and it’s just too darn good not to share. We’ll regularly post subsequent letters of the alphabet to further your branding toolkit. So, without further ado allow me introduce you to the letter “A.”
ASPIRATIONAL POSITIONING
One or two words which declare what the brand aspires to be in relation to competing brands (also: mission statement or positioning)
ATMOSPHERICS
The identity of a brand environment, represented by its architecture, signage, textures, scents, sounds, colors, and employee behavior (also: experience design)
ATTITUDE STUDY
A survey of opinions about a brand, often used as a benchmark before and after making changes to it
AUDIENCE
The group to which a product, service, or message is aimed; also call the target audience
AUTHENTICITY
The quality of being genuine, often considered a powerful brand attribute
AVATAR
A brand icon designed to move, morph, or otherwise operate freely across various media (also: icon)
AWARENESS STUDY
A survey that measures an audiences familiarity with a brand, often divided into “prompted” and “spontaneous” awareness
All definitions taken from The Dictionary of Brand, edited by Marty Neumeier, published by AIGA
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