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30 Business Branding and Identity Terms

30 Business Branding and Identity Terms

30 Business Branding and Identity Terms



If you’re a business owner, you know how important it is to have a strong brand and identity. Your brand is what sets you apart from your competitors, and it’s how your customers recognize and remember you. But with so many different terms being thrown around in the world of branding and identity, it can be confusing to know what they all mean.




That’s why we’ve put together this list of 30 must-know terms related to business branding and identity, so you can be sure you’re on top of your game.



  • Branding

Branding is the process of creating a unique name, design, and image for your products or services in the minds of consumers. It involves developing a distinctive identity that sets your business apart from competitors and makes it easily recognizable to potential customers.

  • Identity

Identity refers to the visual elements that represent your brand, such as logos, colors, fonts, and imagery. It is the face of your brand and how it is perceived by consumers.

  • Logo

A logo is a visual symbol or emblem that represents your business. It should be unique, memorable, and easily identifiable to help customers recognize and connect with your brand.

  • Tagline

A tagline is a short phrase or slogan that accompanies your logo and summarizes the essence of your brand. It is often used in marketing and advertising to convey the key benefits or values of your brand.

  • Mission statement

A mission statement is a brief declaration that outlines the purpose and goals of your business. It serves as a guiding principle for decision-making and gives direction to your branding efforts.

  • Vision statement

Similar to a mission statement, a vision statement outlines the future aspirations of your business. It reflects what you envision for your brand and helps to align your branding efforts with long-term goals.


  • Brand voice

Brand voice refers to the personality and tone that is used in all communication from your brand, including social media posts, marketing materials, and customer interactions. It should be consistent across all platforms and reflect the values of your brand.

  • Target audience

Your target audience is the specific group of consumers that you are trying to reach with your branding efforts. It is important to understand their demographics, interests, and behaviors in order to effectively tailor your branding strategy towards them.

  • Brand image

Brand image refers to the overall perception of your brand by consumers. It is influenced by all aspects of your branding, including visual elements, messaging, and customer experiences.

  • Brand positioning

Brand positioning is the process of differentiating your brand from competitors in the minds of consumers. It involves identifying a unique selling point or value proposition that sets your brand apart.

  • Unique selling proposition (USP)

A unique selling proposition, also known as a unique value proposition, is a statement that defines what makes your brand and offerings different from others in the market. It communicates a specific benefit or advantage that you offer to customers.

  • Brand personality

Similar to brand voice, brand personality refers to the human characteristics and traits associated with your brand. This can help consumers connect with your brand on a more personal level.

  • Visual identity

Visual identity encompasses all of the visual elements that represent your brand, including logos, colors, typography, and imagery. It is important to establish a consistent visual identity to create a cohesive and recognizable brand image.

  • Brand guidelines

Brand guidelines are a set of rules and standards that dictate how your brand should be portrayed across all platforms. They include guidelines for logo usage, color schemes, fonts, and messaging to ensure consistency in branding efforts.

  • Brand equity

Brand equity is the value and perception that your brand holds in the marketplace. It is influenced by factors such as brand awareness, customer loyalty, and overall brand image.

  • Brand strategy

Brand strategy involves creating a plan for how your brand will be communicated and positioned to achieve business goals. It includes all aspects of branding, from visual elements to messaging and target audience.

  • Brand identity

Brand identity encompasses all of the elements that make up your brand, including visual elements, messaging, and customer experiences. It is the overall impression and perception of your brand by consumers.

  • Brand recognition

Brand recognition refers to how easily consumers are able to identify and recall your brand. A strong visual identity and consistent branding efforts can help increase brand recognition.

  • Brand loyalty

Brand loyalty is the level of commitment and devotion that customers have towards your brand. It is influenced by factors such as customer satisfaction, quality of products or services, and emotional connection to the brand.

  • Rebranding

Rebranding involves changing or updating elements of your branding in order to revitalize or improve your brand image. It can include changes to visual elements, messaging, or target audience.

  • Brand ambassador

A brand ambassador is an individual who represents and promotes a brand in a positive light. This could be a celebrity spokesperson or a satisfied customer who advocates for the brand.


  • Corporate identity

Corporate identity refers to the visual and verbal aspects of how a company presents itself to the public. It includes elements such as logos, color schemes, and taglines that represent the company as a whole.

  • Co-branding

Co-branding is a partnership between two or more brands to create a unique product or service. It can help both brands reach new audiences and leverage each other’s strengths.

  • Brand extension

Brand extension is the practice of using an existing brand name to launch a new product or enter a new market. It can help leverage the reputation and recognition of an established brand to increase chances of success.

  • Brand licensing

Brand licensing involves granting permission for another company to use your brand name, logo, or other intellectual property in exchange for royalties. This can help expand the reach of your brand and generate additional revenue streams.

  • Crisis management

Crisis management refers to the strategies and actions taken by a brand in response to a negative event or situation. It is important for brands to have a crisis management plan in place to effectively handle any potential issues that may arise.

  • Brand storytelling

Brand storytelling involves using narrative techniques to communicate the values, purpose, and history of your brand. It can help create emotional connections with consumers and differentiate your brand from others.

  • Cause marketing

Cause marketing is a type of marketing that involves partnering with a social or environmental cause in order to promote a brand while also making a positive impact on society. It can help improve brand image and attract socially-conscious consumers.

  • Influencer marketing

Influencer marketing involves collaborating with individuals who have a strong following on social media to promote your brand. It can help reach new audiences and create a sense of authenticity for the brand.

  • Omnichannel branding

Omnichannel branding refers to creating a seamless and consistent experience for customers across all channels, including in-store, online, and mobile. It requires careful integration of branding elements and messaging to maintain a cohesive brand image.

  • Experiential branding

Experiential branding involves creating interactive and immersive experiences for customers that embody the values and personality of a brand. It can help create memorable moments and strengthen emotional connections with consumers.

  • Personal branding

Personal branding is the process of managing and promoting your own personal brand as an individual. It involves defining your unique value proposition, building an online presence, and creating a personal narrative.

  • Employer branding

Employer branding refers to the perception and reputation of a company as an employer. It encompasses elements such as company culture, employee benefits, and recruitment strategies. A strong employer brand can help attract top talent and improve retention rates.

  • Online branding

Online branding is the process of establishing and promoting your brand’s image and presence on the internet. It includes elements such as website design, social media profiles, and online advertising to reach and engage with target audiences.

  • Global branding

Global branding is the process of creating a unified brand image and message across different cultures and markets around the world. It requires careful consideration of cultural nuances and adapting branding strategies accordingly.

  • Brand tracking

Brand tracking involves regularly monitoring and evaluating the performance and perception of your brand in the marketplace. It helps measure the effectiveness of branding efforts and identify areas for improvement.

  • Brand equity

Brand equity refers to the monetary value and overall strength of a brand based on consumer perceptions, loyalty, and recognition. A strong brand with high equity can command higher prices and generate more revenue for a company.




In conclusion, branding and identity are crucial aspects of any business. By familiarizing yourself with the terms used in this field, you can better understand how to create a strong brand that resonates with your target audience. With a consistent brand image and messaging, you can build trust and credibility with your customers, making them more likely to choose your products or services over competitors.

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