Only once you understand what a brand is, you can actively shape it with branding. This page simplifies that process.

• Brand:
  The sum of people’s feelings about you, based on all previous direct or indirect interactions they’ve had with you.
• Branding:
  The process of influencing a brand, started by brand designers and continued by founders.
• Brand story:
  A reason for your business to exist beyond making money (purpose), communicated to people.
• Strategy:
  The thinking behind why your business exists, what it stands for and how it competes.
• Identity:
  The execution of how your business looks and communicates across all touchpoints.
• Touchpoints:
  All online and offline places where people interact with you (website, content, print, word-of-mouth, customer support…).
• Brand audit:
  The process of assessing strengths and weaknesses of an existing brand.
• Brand refresh:
  The process of updating the visual and verbal identity of an existing brand.
• Rebrand:
  The process of changing the strategy and identity of an existing brand.
• Brand equity:
  The commercial value derived from perception of your brand.

Strategy dictionary

• Purpose:
  A reason for your business to exist beyond making money.
• Mission:
  A statement that outlines how exactly you fulfill your purpose.
• Vision:
  The long-term future you aim to create.
• Positioning:
  A decision about how you want to be perceived in relation to competition in your market.
• Value proposition:
  The unique value you offer to help your customers.
• Brand values:
  The principles that guide your decisions.
• Brand personality:
  Human characteristics associated with your brand.
• Brand architecture:
  A defined hierarchy of your products or services.

Identity dictionary

• Visual identity:
  The execution of how your business looks through design.
• Verbal identity:
  The execution of how your business communicates through words.
• Mood board:
  A collection of visual materials intended to convey a specific feeling.
• Symbol:
  A graphic mark without words that represents you.
• Wordmark:
  A logo made out of only words.
• Lettermark:
  A logo made out of only initials.
• Logo:
  A symbol, a word, or a combination of both that represents you.
• Typography:
  The appearance of letters.
• Typeface:
  A collection of characters with a common design style (Helvetica).
• Font:
  A file that implements a specific typeface variant (Helvetica Bold).
• Visual identity guidelines:
  A document that defines and explains how you look visually.
• Style guide:
  A document that defines and explains how you communicate.
• Tagline:
  A short memorable sentence you use to remind people of you.
• Tone of voice:
  The emotional style you use in communication.
• Messaging:
  Key ideas your brand communicates.

This branding dictionary is constantly updated and simplified. If you have a suggestion or a better definition, please send it to me.

Once you’re ready to continue branding with the right strategy and identity, my branding studio will be here.