Brand architecture? Call-to-action? Inbound links? What does this all mean to you? I created this glossary full of all the branding and marketing terms, so we all speak the same language.
This Brand and Marketing Glossary compiles more than 120 of the most common terms you are likely to hear and will definitely need to know during your journey as a business owner.
Scroll down to view the Glossary or enter your name and email to get the complete Marketing and Brand Glossary PDF download here.
A /B Testing
The process of posting two versions of the same webpage, email, landing page, video, etc
and measuring which one performs better.
A marketing tactic which employs a paid promotion of a product or a service.
Analytics refers to the technologies and processes, which are used to track data in order to evaluate the success and value of the marketing endeavors. Analyzing the trends and discovering meaningful patterns in data informs future marketing decisions.
Average Session Duration
Average Session Duration is a Google Analytics metric that shows how much time
users spend on your site. It’s calculated by dividing the total duration of all sessions
(in seconds) by the number of sessions.
A benchmark is a standard measurement used to compare own company’s performance metrics to those of the competitors or the industry as a whole.
The word blog was derived from the combination of the words web and log. Blog is a regularly updated website or a web page, that includes informative journal style entries on a particular subject.
Blogging is an important part of inbound marketing, utilized for establishing thought
leadership on a certain subject matter. When blogging is done right, it can attract more visitors to your website and generate more leads.
A bounce is a single-page session on your site.
Bounce rate is the percentage of all sessions on your site in which users viewed only a single page and left without navigating your website further. Creating and sharing engaging content helps to reduce the bounce rate and boosts conversions.
Your “brand” is what your prospect thinks of when he or she hears your brand name. It’s
everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind. (Forbes)… “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association).
Brand ambassador represents the brand and the lifestyle associated with it. This person is usually contracted by the company to increase brand awareness by providing customers with a tangible brand experience. More recently, employees and loyal customers, who passionately support the brand are also considered to be brand ambassadors.
Brand Archetypes are recognizable personality traits. They are used to align the brand with specific customer personas. There are 12 recognizable archetypes: The Innocent, The
Everyman, The Hero, The Rebel, The Explorer, The Creator, The Ruler, The Magician, The Lover, The Caregiver, The Jester, and The Sage.
Brand architecture is a framework used to organize and structure the company’s portfolio of brands and sub-brands. This system determines how the company’s brands interact and defines the role and function of each one.
Brand Assets are the consistent signals that make it quite easier for the consumers to recognize and identify the brand and recall the associations related to the consumer and the brand. They are a set of unique elements of the brand that make it more familiar and distinguished giving the brand an edge of exclusivity and distinctiveness in the market and in the minds of the consumers, and when such unique elements are tied back to the brand working as its integral part, they are called as Brand Assets.
Brand attitude is the customer’s opinion of your brand or a certain product/service
that you offer. Acquiring a comprehensive insight into your customer’s brand
attitude through market research, helps in planning the marketing campaigns.
A brand audit is a thorough examination of a brand’s current position in the market compared to its competitors. Brand audit helps a company to uncover its current strengths and weaknesses and identify opportunities to innovate and grow.
Brand awareness represents how familiar your target audience is with your brand and how well they recognize it. Brands with high brand awareness are generally referred to as “trending,” “buzzworthy, or simply “popular.” Establishing brand awareness is valuable when marketing and promoting your company and products, especially in the early stages of a business.
Brand discovery is a process of researching and analyzing your business, which explores
your competitors, your niche market and the perceptions of your customers. This is an
important step in creating your brand identity and building your long-term brand strategy.
Brand equity is a marketing concept that describes the value of the brand recognition. Positive associations with your brand increase your brand equity, resulting in higher sales and profit margins.
Brand experience is a term that describes an individual’s response to a given brand’s design and identity, packaging and communications. To put it simply, brand experience consists of all the sensations, feelings, cognitions, and behavioral responses, evoked when interacting with a brand.
The brand gap is a concept that describes the discrepancy between what the brand strives to communicate and how it is actually perceived.
Brand goals are the big-picture targets that you set to achieve, such as increasing brand
awareness. It’s important to differentiate between brand goals and objectives, as
objectives are smaller measurable steps that help you move towards your goals.
Brand image is the customer’s perception of your brand. Essentially, brand image is a highly subjective concept, which consists of beliefs and associations held by your target audience about your service, product and company as a whole.
Brand management is the process of maintaining and improving a brand in order to increase its equity. It ensures that every interaction reflects your brand’s values, fostering positive brand associations with your target audience.
Brand or Corporate Identity
Brand identity is the personality of your business. In order to build a strong brand identity you need to clearly define your mission, values, purpose, positioning, voice, tone, look and feel.
Brand personality consists of human characteristics associated with your brand.
These characteristics are defined in order to make your brand more relatable to your
audience and help you set the right tone of voice in your external communications.
Brand positioning refers to the process of positioning your brand in the mind of your customers and understanding how to articulate your brand differences from your competitors.
Brand promise is a statement that expresses what your customer’s can expect every time they interact with your brand. Example: Marriott “Quiet luxury. Crafted experiences. Intuitive service.”
Brand Standards are a set of guidelines that ensure consistency in your design elements,
communication and overall marketing tactics.
Brand strategy is a long-term plan designed to develop a successful brand. At its very core, a well-crafted brand strategy helps you differentiate your brand in the niche market and guides every aspect of your marketing operations.
Brand values are the beliefs that guide your company’s actions, behaviors and decision-making process. They are essential for defining your company culture and attracting the right talent and partnerships to your organization.
Brandbook / Brand Manual
A Brandbook is a compilation of visual and conceptual standards that provide the foundation for all of the brand’s expressions. It describes in detail your brand’s values, mission, purpose and personality. It also establishes comprehensive guidelines for the use of all the brand assets such as the logo, color pallet, fonts and other brand
elements. Synonym: Brand Standards Guide
Branding is the process of shaping your customer’s perceptions about your brand,
in order to differentiate your products or services from the competitors.
A buyer persona is a research-based representation of your ideal customer. A well-defined
buyer persona helps you create personalized marketing campaigns, that resonate with your target audience.
The buyer’s journey describes the process consumers go through while researching a
purchase decision. It consists of three main stages: awareness, consideration, decision.
Call to action (CTA)
A Call to action (CTA) is a short statement or an image that is created to persuade the user to take a certain action. Most CTAs are clickable texts or buttons located at the bottom of the webpage, blog post or a landing page. Some examples of CTAs include: “Subscribe now”, “Download our whitepaper” and more. It’s also possible to include CTAs at the end of your video content.
Click-through rate (CTR)
Google Ads defines Clickthrough rate (CTR) as “a ratio showing how often people who see your ad end up clicking it”. Clickthrough rate can be calculated by dividing the number of clicks your ad receives by the number of impressions.
A Color Palette is a selection of several colors that are used in all of the brand’s
designs, such as the website, logo, product packaging and more. Various colors have
the power to evoke different emotions and associations, which is why it’s important to be
aware of color theory and psychology when choosing the color pallete for your brand.
Comms or Communications
Comms or communications is the umbrella-term that refers to the way the company communicates with the target audience. This includes social media posts, blogs, emails and more.
Conversion rate is the percentage of visitors to your website that convert. Depending on
your objectives, a “conversion” could be any action taken by the visitor, such as making a
purchase or signing up for your newsletter. Calculating your conversion rate is simple:
divide the number of conversions by the total number of people who visited your website.
Cookies are files that contain small pieces of data — like a username and password
— that are exchanged between a user’s computer and a web server. Cookies are
used to identify specific users and track their behavior, when they visit the website.
Cost Per Lead (CPL)
CPL is the amount of money that a company pays each time it acquires contact details
of a potential customer. This metric is closely related to other key metrics such as the Customer Acquisition Cost (CAC).
A creative brief is a document that outlines the project’s objectives, processes and budget.
It is used by project managers to guide the creation of marketing campaigns or materials.
The customer lifecycle is a term that describes the steps taken by a customer as
they progress through the marketing funnel. Typically, there are five lifecycle stages: reach, acquisition, conversion, retention, and loyalty.
Direct mail is the delivery of advertising communication to recipients directly to
their home address or office by post
Direct marketing is a promotional tactic that communicates information about
your product or service directly to your target customer. Direct marketing bypasses
the use of an advertising middleman.
Direct traffic is the result of a user typing your website URL into their browser or using a
bookmark to directly access the site. Google Analytics identifies traffic as direct when it
cannot detect a referring source or channel.
Ebook (electronic book) is a digital publication which is downloadable or viewable online.
Marketers use ebooks as part of their content marketing strategy, to establish thought leadership on a certain subject and generate new leads.
An editorial calendar is a tool used by marketers to plan the creation and publication
of content across different media channels, such as blogs, social media and print articles.
An editorial calendar provides guidelines on what topics to cover and when best to publish in order to reach the target audience.
Endorsed brands are less linked to the parent brand compared to sub-brands, because
they have unique names. However, endorsed brands still benefit from the prestige and
credibility of the parent brand, by using elements from the main brand as a guarantee
of quality. For example: Nespresso and Nescafe are brands endorsed by Nestle.
Google defines engagement as “any user interaction with your site or app”. There are many metrics that help you measure engagement in Google Analytics, such as Bounce Rate and Average Session Duration.
Google Analytics records an entrance for each page that a user goes to first when
visiting your website. Entrances is a metric that shows the total number of visitors who
entered your website on a specific page.
The entry page is the first page a user visits during the session
Evergreen content is timeless – content that doesn’t go out of date. It stays relevant and
valuable to readers even many years later, as it offers highest-quality information and insight.
An exit page is the last page a user views before leaving the site.
Freemium consists of the words “free” and “premium”, this term refers to a business tactic
that involves offering customers basic services for free, while providing an option to access additional more advanced services and features for a price.
The marketing funnel is a model that maps your buyer’s journey from their
first interaction with your brand to the time they convert into a customer.
Google Analytics is a tool that provides real-time statistics of user interaction with your
website. This application is used by marketers to analyze website traffic with the objective of optimizing website performance and continually adjusting marketing strategy.
Graphic style is the visual standard that defines the brand’s look and feel, ensuring
consistency in typography, colors and images.
Icons are pictorial representations of specific objects, used as elements for designing logos or integrated into company’s website and flyers. They are branded simplified versions of actual things that can be easily recognized. For example, an outline of a phone can be used on a website to illustrate that you can contact customer service.
Impressions are counted by Google Analytics when your advertisements or any other
form of digital media is shown on a search result page or other site on Google.
An inbound link is a hyperlink on another site that leads to a web page on your
own site. Inbound links are important for search engine optimization (SEO)
Inbound marketing is a business methodology that draws customers to your site by creating content relevant to them. Inbound marketing helps you connect with your target audience by aligning your content with their interests.
An infographic is a visual representation of information or data, that is designed to
communicate complex messages clearly.
Keywords are words or phrases describing your product or service, which help search engines match your website with certain searches. The keywords you choose are used to show your website or ads to potential customers.
A landing page is a stand alone page on your website, created for a specific marketing campaign. Landing pages are designed with a single objective and include a call to action (CTA).
Lead is a person who shows interest in your products or services. There are different types
of leads: Marketing Qualified Lead (MQL), Sales Qualified Lead (SQL), Product Qualified
Lead (PQL) or Service Qualified Lead
Lead generation is the process of attracting the attention of potential customers
through activities and tactics that generate interest in your product or service.
A lead magnet is a free resource, such as an ebook or a webinar, offered on a landing page in exchange for the visitor’s contact information.
Lead nurturing is the practice of engaging your target audience by providing them
with relevant information through emails and social media messages. The goal of lead
nurturing is to increase awareness about your brand and build trust with your prospects,
leading them along the buyer’s journey.
Lead qualification is the process of figuring out whether a prospect fits your ideal customer profile (ICP) and has a chance of becoming a customer.
Load time is the average amount of time it takes to display the entire content of
a web page in the browser window
A logo is a distinct emblem, symbol or stylized name used to identify a brand. Logos are
sophisticated assets designed to communicate company’s values and aesthetics.
Long-tail keyword is a specific search phrase with relatively low search volume and competition, but higher potential for conversion. Long-tail keywords are used for search engine optimization (SEO) to target prospects who actually have a high chance of buying your product or service.
A brand manifesto is a statement that conveys your company’s purpose, mission and values. It describes the very essence of your brand.
Market share is the percentage of a company’s sales volume in a given market.
Marketing automation is all about using software to automate marketing activities. Many marketing departments automate repetitive tasks such as email marketing, social media posting, and even ad campaigns — not just for the sake of efficiency, but so they can provide a more personalized experience for their customers. The technology of marketing automation makes these tasks easier.
Marketing Qualified Lead (MQL)
A Marketing Qualified Lead (MQL) is someone who has shown interest in what your brand has to offer as a result of your marketing tactics and was identified as being likely to become a customer
A masterbrand is an overarching brand name that serves as the main anchoring
point on which all underlying products are based. Masterbranding is one of the main
tent-poles in branding architecture that aims to link a company’s product-lines with
the key values the brand represents.
Meta tag is an HTML tag that is used to describe information presented on a Web page. Meta tags are not displayed on the page itself, but are rather included in the page’s source code. They help search engines know what the page is about.
A quantitative measurement of your data. For example, the metric Sessions is the total
number of sessions. The metric Pages/Session is the average number of pages viewed per session.
A mission statement communicates the purpose of your company, explaining the reason it was created in the first place. For example Google’s mission is “To organize the world’s information and make it universally accessible and useful.”
Mobile optimization is the process of designing your website in a way that helps visitors easily navigate your website from mobile devices, ensuring an engaging and user-friendly experience.
A mood board is a collage of images, fonts, colors, and other visual elements used by designers to communicate the look and feel of a brand to the client.
New Visitors are those who viewed your site for the first time on a specific device.
Off-page optimization refers to any efforts taken outside of your website, which improve your sites ranking on the search engine results page.
To be “on brand” means that whatever you’re creating, be it a flyer, poster or a social media post, is consistent with your brand’s look and feel.
On-page optimization is a search engine optimization (SEO) tactic that involves measures
that can be taken directly within the website to increase its search engine visibility.
Organic Traffic refers to the visitors who reach your website from the unpaid search results.
In Google Analytics a pageview is defined as “an instance of a page being
loaded (or reloaded) in a browser.”
Parent brand is a well established brand, that holds the highest position in the internal hierarchy. It can have one or multiple sub-brands.
Pay Per Click is an internet advertising model where a company pays a fee
each time their ad is clicked.
A pixel, short for “picture element” is the smallest unit of a digital image or graphic that can be displayed on an electronic screen. To put it simply, a pixel is a tiny dot of a particular color. The more pixels or dots the image contains, the higher
its resolution. To find out more, see “Resolution”.
A positioning statement is a short description of how a your service or product fills a particular need of the target market, better than the competition.
Private label product
Private label products are products manufactured by a third-party company, but sold under the retailer’s brand name. Brands contracting an outside company to manufacture private label products have full control over what the product looks like and how it’s marketed.
A QR code or Quick Response Code is a pattern of black and white squares that can be read by a smart phone, providing a user with access to certain information.
Raster graphics, also called bitmap graphics, are digital images that are composed of pixels. Most digital images are raster graphics.
Rebranding is the process of changing and updating the brand. The purpose of rebranding is to make the new image more attractive to the target audience.
A redirect is a page setup to redirect a visitor automatically to another page. Redirects are often used to tell visitors and search engines that a page has moved to a new address. They can also be used to drive traffic to a specific page.
A referrer is any source that redirects visitors to your website via a link.
Image resolution refers to the amount of visual information an image contains. It’s measured in dots per inch (DPI) or pixels per inch (PPI). Images that are intended for print are measured in DPI, while digital images are measured in PPI. However, the terms can be used interchangeably. High resolution images have better quality, as they contain greater pixel density. 300 DPI is the standard print resolution for high resolution output. While 72 DPI is standard for images, which can be posted online.
Responsive design is an approach of designing websites in a way that will respond to
the device they’re viewed on. Responsive design automatically adjusts for different
screen sizes and provides visitors with an optimal user experience on any device.
Return on Investment (ROI)
Marketing ROI is the contribution to revenue growth attributable to marketing initiatives.
A sales funnel is a process that guides your potential customer towards a buying decision
through a series of marketing initiatives.
Search Engine Advertising (SEA)
Search Engine Advertising is a method of placing paid ads online which appear on
search engine results pages. It’s an effective way to increase your website traffic.
Search Engine Optimization (SEO)
SEO is short for search engine optimization. Search engine optimization is a process of
increasing the amount of visitors (traffic) to your site by improving your website’s
ranking on search results pages.
Google Analytics defines a session as “a group of user interactions with your website
that take place within a given time frame.” Sessions were previously reffered to as visits.
Social Media referes to online platforms, websites and applications which are based
on user participation, interaction and user-generated content. Examples: LinkedIn,
Facebook, Instagram and Snapchat.
A source is a channel that drives traffic to your site. Your traffic can originate from a
search engine, social media, blog post and more. An offline direct mail campaign can also
contribute to the increase of visitors on your site and therefore be considered a source.
Website stickiness is a term that refers to your website’s ability to retain visitor’s
interest. Stickiness is measured by the amount of time users spend on your site and the
number of pages they view per session.
Sub-brand is a brand that is owned by a parent brand and is part of the brand atchitercture of the parent company.
A tagline is a concise catchphrase that clearly communicates the brand message.
A famous example of an effective and memorable tagline is Nike’s “Just Do It”.
Time on Page
Time on page refers to the average amount of time a user spends viewing a particular
page. It’s an interval between the start time of a given Pageview and the start
time of the subsequent Pageview.
A trademark is a legally registered word or symbol that distiguishes your company
or product from the competition.
Google Analytics defines Unique Visitors as “the number of unduplicated (counted
only once) visitors to your website over the course of a specified time period.”
Uptime is the amount of time that a website is available to the users.
User Experience (UX)
User Experience, commonly abbreviated “UX”, refers to the feeling users experience when
interacting with your website or application.
User Interface (UI)
User Interface refers to the visual features through which a user interacts
with an application or a website.
Vector graphics are computer graphics created with points, lines and curves. Vector graphics are based on mathematical equations. Most logos are vector graphics. One of the advatages of vector graphics to raster graphics, is that vector graphics retain all of the image quality when enlarged. So, vector graphics are especially useful when creating large-scale posters or banners.
Verbal brand identity
Verbal brand identity is the linguistic component of your brand. In other words, verbal brand identity is shaped by the way you use language in your brand’s communications.
It encopasses your tone of voice, the terms you use to describe your products, and
distinct mesages you post on social media.
Viral content is a piece of content, such as an image or a video that spreads quickly online through social sharing.
A vision statement describes long-term results that your company hopes to achieve. Vision statements are created to give direction to the company. For example, Google’s vision is “To provide access to the world’s information in one click”
A visitor is a user who views your website.
Word of Mouth Marketing
Word of mouth marketing or (WOMM) is a process of encouraging and motivating customers to promote the company’s products or services. It’s a tactic used to generate recommendations and reviews of the brand’s offerings.
Wordmark is a typography-based logo that features the brand name alone, without any other graphic elements. Some notable examples of wordmarks are Visa, Google and Canon logos.
Scroll up to view the Glossary or enter your name and email to get the complete Marketing and Brand Glossary PDF download right here.
The Way Forward
Guiding entrepreneurs on their journey to a remarkable brand is the mission of the Brand Alchemy Library.
For many of us, running or launching our business while facing a global pandemic has opened up a whole new range of challenges: from pivoting businesses models, evolving customer groups, saving money, and time efficiency - just to name a few. I want to support and help, especially at this time. I wanted to give back. My passion project was born from the desire to help even more people around the world in a affordable way!
The Brand Alchemy Library is a supportive community and resource vault designed to help your business thrive.
Inside, my #1 priority is to help entrepreneurs break free of the cycle of spending hours and hours googling how to's and templates. The resources I provide in the library are 100% vetted and the exact frameworks, templates, exercises, and worksheets that I use with my clients to:
- build brands
- setup businesses
- run day-to-day projects
- action marketing and brand strategies
But, I'll tell you now, if truly becoming a remarkable brand is your goal, you NEED to join the Library Membership. Just saying.
Until next time,
Who am I?
I'm Gina Dunn, Brand Strategist and CEO of iGina - and my mission is to help entrepreneurs to define and build brands. Let's bring your brand to life!
Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas - get it here.