Glossary

Algorithm — A defined sequence of actions that leads to predictable results. It is the basis of any technology.

Archetypes — Universal patterns of behaviour or motives that arise from the collective unconscious. They are central to religions, mythologies, legends and fairy tales. Examples include the dragon, hero, sage, mother and hedonist.

Brand architecture — The hierarchy or interaction of brands, products or services within a single business unit.

Associations — A regular connection between events, facts, objects or phenomena that is reflected in the mind and retained in memory.

Brand — A mental construct comprising the ideas, associations, emotions and values held in a consumer’s mind.

Branding — The process of shaping the ideas, associations, emotions and values held in a consumer’s mind.

Brand book — An internal company document describing the strategic brand platform, including its mission, values and strategy. It may also define how the core verbal and visual identity elements should be used.

Brand designer — A professional graphic designer with expertise in related disciplines such as art direction, marketing, strategy and business modelling, who understands every stage of the brand development process.

Business idea — The essence of a process whose ultimate goal is to generate profit by meeting a human need. It answers the questions: what, for whom and why?

Business model — The method by which a company or individual conducts business and generates income. It answers the questions: how and by what means?

Variability — A characteristic of something that takes on different meanings in different contexts.

Future vision — A current view of what a company and its product should become in the foreseeable future, taking changes in the environment into account. It is an important part of the brand communication platform.

Brand guidelines — A practical guide to using the visual elements of a brand identity. It is a technical document for designers, printers and advertising specialists, describing the logo, typography, colours and graphic elements together with the rules for their use.

Brand positioning hypothesis — An assumption about a brand and its distinctive market position based on an analysis of the business, its closest competitors, market trends and target audience needs.

Differentiation — Giving a product or service qualities that matter to customers and distinguish it from competing offers. Differentiate or die.

Market niche capacity — The potential sales volume of a product or service within a niche. A niche is smaller than a market segment and may become one as competing products and services fill it.

Identification — Recognising an unknown object as identical to a known object based on matching characteristics.

Identity — The state of being identical or the correspondence of two objects or concepts.

Insight — A hidden, conscious or unconscious motive behind consumer behaviour.

Positioning map — A visual representation of how a target audience perceives the positioning of brands and trademarks in a competitive market.

Co-branding — The coordinated promotion of two or more complementary brands by several companies or individuals.

Marketing — Identifying or creating consumer demand and meeting it in a way that benefits the company.

Brand metaphor — A figurative comparison that translates the descriptive side of a brand into an image. It guides the verbal and visual expression of a company, product or service and may be verbal, visual or spatial.

Mission — A higher purpose that is not directly tied to profit and defines the role a brand chooses to play in society.

S.C.O.R.E model — An in-depth interview method used to assess the current state of a brand and align its future vision across decision-making levels. SCORE stands for Symptom, Cause, Outcome, Resource and Effect.

Mood board — A collection of visual references that communicates the mood, emotional tone and stylistic direction of a project, including its audience, competitive environment, positioning, values, character and brand metaphor.

Image — The appearance, representation, form or context in which a symbol is presented; an idealised reflection of phenomena in the human mind.

Brand platform — A structured description of a brand’s future. Its main elements are vision, values, mission, positioning, style and tone of voice.

Brand positioning — The place or emotional niche occupied by a company, product or service in a consumer’s mind compared with similar or competing offers. It answers the question: how do we want to be perceived?

Brand customer interface — The visual imagery, language, sounds, sensory cues and events that communicate a brand’s position and values. Its core elements include the brand name, slogan, key visual and visual identity.

Psychographics — A way of segmenting a market according to the psychological characteristics and behavioural patterns of consumer groups.

Psychotypes — A system of individual attitudes and behavioural patterns used to explain differences between people.

Brand gap — A disconnect between brand strategy and the customer-facing brand experience. It occurs when the visual identity is not a natural and logical extension of the strategic foundation.

Market niche — A segment of the market for goods or services that has development potential and may bring financial success to a company.

Market trend — A sustained upward or downward movement in a market.

Segmentation — Dividing a market into groups of customers with similar characteristics or needs that differ from those of other groups.

Brand design system (visual identity) — A coordinated system of visual brand elements — logo, colours, typography, graphic devices, icons, photography and illustration — governed by rules for consistent use across all applications.

Slogan — A distinctive verbal statement that concisely expresses a brand’s positioning or a specific communication message.

Brand style — A set of consistent verbal and visual elements that creates a unified perception of the products, services and information a brand presents to customers.

Brand essence — A concise expression of the brand’s central idea that is deeply meaningful to a specific target audience and provides the verbal foundation for its key metaphor.

Trademark — A word, image, combination or other designation used to distinguish particular goods or services.

Focus group — A qualitative method for collecting and validating information within a relatively homogeneous consumer group through a moderated discussion based on group dynamics.

Target audience — A group of people united by common geographic, ethnic, political, economic, demographic, psychographic or behavioural characteristics.

Brand values — The core principles that make a brand distinctive, combining the emotional and functional promises consumers associate with its product or service.

Core target audience — A vivid composite portrait of the typical representative of a particular community.