Branding Lingo You Should Know

 image via Jenna Kutcher

image via Jenna Kutcher

In the world of branding there are so many terms that get thrown around! When I meet with clients, I often throw in lingo into the conversation as if they were common knowledge to all people! I made a list of the most common branding lingo you should know!


Brand: a brand is a culmination of feelings that people feel when they interact with your business. The tangible (tangible) and the intangible elements of your brand that causes people to feel a certain way. The goal is to strategically design a brand that conveys the right feelings to the right people.  

Branding: The verb. You go through the process of synthesizing everything that makes you and your business special and form that into a brand!

Brand Identity: Personality, moral code, values, etc. Your brand should have those things. As you develop your brand, you will create a brand personality that will shine when you are communicating with your audience, the way you present and the type of decisions that you make down the road.

Visual Brand Identity: All the visual items that you use in your business; logos, colors, graphics, fonts, illustrations, & etc. All of your visual elements of your brand should convey your style, voice, & values.

Collateral Material: is the tangible printed marketing materials that are designed to support the sales efforts of a product and or service. For example, business cards, brochures, sales sheets, etc

Voice: How you communicate and the words that you use in every piece of content you put out into the universe.

Mission: is a statement that outlines the reasons your business exists and its purpose. Should incorporate what you do, who you do it for, how you do it, & how it helps the people you work with.

Copy: is the written communication used to convey your message to your ideal brand’s audience.

Branding Lingo

In the world of branding there are so many terms that get thrown around! When I meet with clients, I often throw in lingo into thre conversation as if they were common knowledge to all people! I made a list of the most common branding lingo you should know! Here is the resource!

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