Branding is the combination of actions taken and tactics employed to create and maintain a brand. The term is often contrasted with “brand.”
A logo is a symbol and/or stylized text signifying a brand. The term is often contrasted with “wordmark” and “logotype.”
Differentiation is the process of distinguishing a brand from other brands by identifying and highlighting its unique or distinctive attributes.
A brand archetype is a universally recognizable, innately understood character type or role that a brand can embody.
Sam Caron is a strategic brand identity designer. He runs Splash, a branding and design agency based in Meise, Belgium. In addition to his client work through Splash, Sam manages one of the most popular branding-related accounts on Instagram, where he’s known as @thesamcaron (previously (@thebrandingsam). Engaging posts, useful content, and a sense of humor […]
We’ve already got a long list of books recommended by podcast guests, but if you’re a podcast fan, maybe you’d rather listen to books than read them. That’s why we’ve created this list of great brand strategy audiobooks, including a few audiobooks by past guests on the podcast: Fabian Geyrhalter, Laura Ries, Denise Lee Yohn, […]
Brand value is a brand’s financial worth.
Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
Marty Neumeier is known for writing branding classics like The Brand Gap and Zag. In his 2016 book, The Brand Flip, Neumeier introduced his Brand Commitment Matrix, which he describes as a “basic contract” brand owners can create between their company or brand and its customers.
A brand audit is a comprehensive examination of a brand across all its touchpoints.
Definition of brand experience: the totality of all sensations, feelings, thoughts, and actions evoked by a brand.
Brand identity is the cumulative expression of a brand to target audiences.