PROPRIETARY AND CONFIDENTIAL
Terms
Brand
A person’s perception of a product, service, experience, or organization.
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 (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 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 Guidelines
A set of rules that define how a brand works and how it should be used.
Brand Audit & Assessment
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