Branding is the combination of actions taken and tactics employed to create and maintain a brand. The term is often contrasted with “brand.”
Marty Neumeier
Definition of logo (What is a logo?)
A logo is a symbol and/or stylized text signifying a brand. The term is often contrasted with “wordmark” and “logotype.”
Definition of differentiation (What is differentiation?)
Differentiation is the process of distinguishing a brand from other brands by identifying and highlighting its unique or distinctive attributes.
Definition of brand archetype (What is a brand archetype?)
A brand archetype is a universally recognizable, innately understood character type or role that a brand can embody.
Q&A with Sam Caron, brand strategist and identity designer
Sam Caron is a strategic brand identity designer. He runs his own branding and design agency based in Meise, Belgium. In addition to his client work, 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 have all […]
Brand strategy audiobooks (Best of the Web)
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, […]
Definition of brand value (What is brand value?)
Brand value is a brand’s financial worth.
Definition of brand equity (What is brand equity?)
Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
Marty Neumeier’s Brand Commitment Matrix and how it works
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.
Definition of brand audit (What is a brand audit?)
A brand audit is a comprehensive examination of a brand across all its touchpoints.
Definition of brand experience (What is brand experience?)
Definition of brand experience: the totality of all sensations, feelings, thoughts, and actions evoked by a brand.
Definition: What is brand identity?
Brand identity is the cumulative expression of a brand to target audiences.
