Brand Dictionary: “B” (part 2)
BRAND AUDIT
A formal assessment of a brand’s strengths and weaknesses across all of its touchpoints.
BRAND CHAMPION
Anyone who evangelizes or protects a brand; a brand steward.
BRAND COMMUNITY
The network of people who contribute to building a brand, including internal departments, external firms, industry partners, customers, users and the media.
BRAND CONSULTANT
An external adviser who contributes to the brand-building process, often in a strategic or advisory role.
BRAND COUNCIL
A committee formed to assess and guide a company’s brand-building process; sometimes called a creative council.
BRAND DESIGNER
Any person who helps shape a brand, including graphic designers, strategists, marketing directors, researchers, ad planners, web developers, PR specialists, copy writers and others.
BRAND EARNINGS
The share of a business’ cash flow that can be attributed to the brand alone.
BRAND ESSENCE
The distillation of a brand’s promise into the simplest possible terms. For example:
Chrysler: Nostalgic American Cars
Hewlett-Packard: Inventive Technology
Ikea: Cheap Modular Furniture
Kodak: Family Memories
Porsche: Performance Sports Cars
Oil of Olay: Younger Skin
Wells Fargo: Historic Bank
BRAND EXPERIENCE
All the interactions people have with a product, service, or organization; the raw material of a brand. Go ahead, get lost in this concept map explaining the brand experience, it is super thorough and informative (via Dubberly Design Office):
Click image to download hi-res PDF.
BRAND GAP
The gulf between business strategy and customer experience. (see The Brand Gap, Marty Neumeir)
BRAND IDENTITY
The outward expression of a brand, including its name, trademark, communications, and the visual appearance. (see Designing Brand Identity, Alina Wheeler)
BRAND IMAGE
A customer’s mental picture of a product, service or organization.
BRAND LOYALTY
The strength of preference for a brand compared to competing brands, sometimes measured in repeat purchases.
BRAND MANUAL
A document that articulates the parameters of the brand for members of the brand community; a standardized set of brand-building tools.
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