Brand Architecture? Brand Equity? Unique Selling Proposition? Whether you are an investor, a CEO, or a Marketing Director, it’s important to have a common language. The following definitions explain how we understand brand and branding terms.
A
ACRONYM
In branding, an acronym is a naming technique formed from the initial letters of a long phrase. Acronyms are pronounced as a word, unlike initials which are pronounced letter by letter. For example, BMG stands for Brand Made in Germany.
Why use acronyms in branding?
Conciseness and Memorability: Acronyms can shorten long names, making them easier to remember and pronounce.
Space Efficiency: Short acronyms fit better on logos, packaging, and marketing materials.
Authority and Professionalism: Acronyms can convey a sense of authority and professionalism, especially in industries with complex terminology.
Differentiation: Acronyms can help brands stand out from competitors.
Digital Optimization: Acronyms are often easier to type and share online.
AWESOME
It's one of the adjectives our clients often use to describe us! ;)
B
Brand
A brand refers to the overall impression and reputation of a company, product, or service in the minds of consumers. It's more than just a name or logo; it's the combination of tangible and intangible attributes and elements, plus the feelings, associations, and values consumers link with it. Branding is the process of creating and managing this brand to establish a distinct and memorable identity, differentiating it from competitors.
Brand Ambassador
A brand ambassador represents and promotes a brand, often over a long period of time. They are chosen to embody the brand's values, image, and message, acting as a credible voice and advocate for the brand.
Brand Archetype(s)
A brand archetype(s) are categories of brands that share specific, recognizable personality traits, attitudes, and behaviors that represent a brand's core personality and values.
These archetypes are drawn from influential psychiatrist Carl Jung’s theory that humans use symbolism to understand larger concepts. Brands are categorized by twelve Jungian archetypes: The Innocent, The Everyman, The Hero, The Rebel, The Explorer, The Creator, The Ruler, The Magician, The Lover, The Caregiver, The Jester, and The Sage. Identification with an archetype allows brands to connect with their audience on a deeper, emotional level by tapping into universal human motivations and desires.
These archetypes can then be used to align the brand with specific customer personas and focus marketing efforts accordingly.