Terms
Brand A person’s perception of a product, service, experience, or organization.
Brand Guidelines A set of rules that define how a brand works and how it should be used. Brandmark The symbol or unique emblem that is used within a logo. Brand Message The underlying value proposition and promise conveyed and language used that makes people relate to a brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy, use, or share a product or service. Brand Signature The structure, position, and arrangement of the logo’s wordmark, brandmark, and tagline. Brand Strategy A plan for the systematic development of a brand in order to meet business objectives. Font A set of characters of the same style and size. Logo A graphical mark used to identify a company, organization, product or brand. Wordmark A distinct logotype or text-only typographic treatment of the name of a company or product used in a logo or as the logo for the purpose of identification and branding.
Branding The process of brand-building.
Brand Alignment The practice of connecting brand strategy and customer experience. Brand Ambassador Anyone who promotes the brand through interactions with customers, prospects, partners, or the media; ideally every company employee. Anyone who evangelizes or protects the brand; a brand steward; a brand champion. Brand Assessment An analysis of a brand’s strengths and weaknesses across all of its brand assets. The purpose is to identify brand gaps, inconsistencies, and opportunities. Brand Asset Any aspect of a brand that has strategic value (ie. logos, fonts, colors, graphics and visuals, photography, messaging, ads, print collateral, websites, social media accounts, promotional materials, style guides, brand guidelines, etc.) Brand Audit The gathering and reviewing of all brand assets for the purpose of understanding and determining a brand’s strengths and weaknesses. Brand Gap The disconnect between business strategy and customer experience. It’s the difference between who you say you are and who your customer says you are.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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