Terms To Know
Audience Perception - Your client description and customer experience. Like your brand as a whole, this is moldable and changeable.
Brand MappingTM - The activity of strategically developing The Brand MapTM in its entirety through research, assessment and defining unique attributes.
Brand Marketing - The conscious act of upholding the integrity of your brand through all marketing touch points.
Brand Voice - How your brand sounds. Determined by your structure and tone.
Business-to-Business (B2B) Marketing - The act of marketing your products/services to your target audience of other businesses (i.e. tool providers for Oil & Gas sector, corporate accounting firms, etc.).
Business-to-Consumer (B2C) Marketing - The act of marketing your products/services to your target audience of everyday consumers (i.e. retail stores, restaurants, etc.).
Campaign - A specific message/ploy to present to market across various mediums, unified and centralized under a key theme/purpose.
Client Description - The complete impression clients have of your company and the language they use to describe you. This is patterned on the thoughts, behaviors, and attitudes customers have toward your company.
Competition Assessment - A deeper understanding of who your competitors are and what they do. Requires analyzing the selling points, taglines, and value propositions of your competitors.
Convergence - The act of combining product categories or brands (i.e. a TV-DVD player; a thermos mug with a built-in radio; Bic chewing gum, etc.).
Creative - The look and feel of your brand. This depends on design, writing and development; all of which should work together in unison.
Culture - How the people within a business interact. A company’s culture can be determined by written rules and regulations, casual practices (like taking employees out to lunch), and the general work atmosphere.
Customer Experience - How your customers engage and interact with your brand. Their understanding and feelings during the process of purchasing and engaging your products and services.
Design - Your brand’s look. Determined by your color palette, balance and shape, and fine textures/detail work.
Divergence - The act of creating a new branch of product line; tends to be the right move but often counter-intuitive (i.e. Big Red, not Juicy Fruit Cinnamon; Energy Drinks, not extreme caffeinated soda, etc.).
External Market Research - Includes a competition assessment and industry assessment. An overview of what competitors are doing, and the needs and weaknesses of the market.
Industry Assessment - An overview of the weaknesses, saturation, and market needs in a given product or service category.
Internal Brand Review - A look at the inner workings of your brand, product, or company. This includes your audience perception and your internal perception.
Internal Market Research - Analysis of how the people inside a company think and talk about what it is they do; how they segment their offerings and the words they use to describe value.
Internal Perception - A key section of your internal brand review. A combination of your company culture, products/services, and value propositions.
Logo - The central, visual symbol of your brand to identify your company’s products/services to the market and industry at large.
Market Needs - The open gaps and opportunities in the market. What’s missing?
Market Opportunities - The process of finding your unique market segment.
Marketing Program - The calendar/schedule of strategy and implementation of your brand in its entirety.
Marketing Tactics - Your brand’s actual touch points. The things you do to reach the market.
Pantone - The leader in color trends across every art-based industry (graphic design, interior design, fashion design, etc.).
Products/Services - The items or actions a business provides to its customers.
Public Relations (PR) - The efforts and tactics in managing your brand image and company’s connection to the public via press, events, etc.
Saturation - The approaches that are most abundant in the market. What’s overdone?
Search Engine Optimization (SEO) - Marketing tactic of influencing the visibility (or ranking) of your website on various search engines to improve your digital dominance in your industry.
Selling Points - Any aspects, features or benefits stressed by a brand to sell their products and services.
Slogans - The specific messaging of a brand’s marketing campaign. These often change more temporarily based on exact objectives to meet your target audience on a central thought, promotion, product/service, etc.
Strategic Messaging - The communication plan that connects brand to audience. Who are they? Where do they spend their time? What are their needs? What do you say to them? How do you engage them?
Taglines - The key phrases that accompany the name of a brand. Good taglines are concise and catchy, but they find a way to encompass the spirit of the brand. They should distinguish how what you do is either better, different or both better and different from what your competitors are doing.
Target Audience - Your brand’s specific customer base in which marketing efforts are directed to; this is determined by identifying factors like geographic location, socioeconomic status, age, gender and more.
Technical Frameworks - The online infrastructure that determines the user experience of your brand.
The Brand MapTM - The proprietary visual, strategic tool that allows you to comprehensively and purposefully define your brand.
Three W’s - Who You Are, What You Do and Who You Do It For. These elements play into one another.
Typeface - A particular design or style of type. Commonly known as a font selection, your typeface can either be Sans Serif (more modern/clean) or Serif (more traditional/conservative).
Unique Market Segment - Discovering the subtle elements that make your business stand out from other businesses in your market and highlighting each of these in a clear way. Be specific. Brand single-mindedly.
User Experience (UX) - How users interact with your brand online and products in real life.
Value Proposition(s) - The value(s) that brands claim to have and give to their customer.
Weaknesses - The shortcomings of the market. What could be done much better?
Who You Are - The internal uniqueness or character you bring to the market.
What You Do - Your product or service offerings and the nature with which you offer them.
Who You Do It For - Your audience. The specific market you are targeting.
Your Brand - The set of signs, aesthetics and codes that differentiates your company, product/service and influences purchasing behavior.