The following terminology is used frequently within brand development and marketing. Often, these words have multiple or varying meanings; by providing a definition for each we can help our clients identify what is needed and how to use it.

BRAND 

the combination of tangible and intangible elements – including the visual, verbal and experiential, that establish an impression.

VISION

the high-level, long-term aspiration of the company, often phrased in the form of “to be…”

MISSION

the lofty, purpose-filled reason a company, organization or brand exists; typically phrased as an action, such as “to give…”, “to drive…”, “to create…”, “to end…”.

VALUES

the traits or things that shape the culture and help define employee behavior, such as trust, creativity, originality.

BRAND POSITION

the brand-level statement that articulates the who, what, how of the brand; it defines how the brand is positioned within the category, relative to the marketplace.

VALUE PROPOSITION

the umbrella statement of benefit for a product or service brand, written to a specific target audience and supported by specific product or service features.

TARGET AUDIENCE

the sweet-spot customer or consumer audience for the brand; their wants, needs and disposition inform product and service development as well as marketing messaging.

BRAND BELIEFS

what a brand stands for, and stands up for; incorporates a brand’s philosophical point-of-view within its category, written as “We believe” statements.

BRAND DNA

(aka Brand Essence, Brand Driver, Brand Promise) the simple, focused concept of what the brand is about (across all products and categories); acts as the primary filter for product development and marketing communications.

BRAND ATTRIBUTES

the functional attributes that apply to every product and service under the brand, such as safe, sustainable, premium; they act as primary filters for product development.

BRAND PERSONA

the attitudinal attributes that define the brand’s tone, look and feel across all marketing communications, such as warm, dynamic, approachable.