GLOSSARY:BRANDING.
This is a selection frequently used term by the Estudio-B team.
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BOUTIQUE AGENCY: The most common use of the term “boutique” refers to “a small store that curates a selection of fashionable clothes or accessories.” However, it’s evolved to include “a business that serves a sophisticated or specialized clientele.” Generally, boutique marketing agencies are smaller, this allows more personalized attention and specialization.[i]
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BRAND: Is an intangible asset that generates value for your company or initiative. A brand is a promise of the delivery of your organization’s standards.
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BRAND ARCHITECTURE: Brand Architecture is how your brand is organized. Brand architecture is the coordinated system of names, colors, symbols, and visual language that defines a brand or brands.[ii] Brand Architecture is not to be confused with the ideation of a Brand. (see: Brand Strategy).
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BRAND COMMUNICATIONS: Is how you engage with your audience, reflecting your organization –or initiative-- as a brand. Value generating brand communications, both internal and external have to be aligned with your brand's core values.
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BRAND EQUITY: The buildup of reputation, credibility, and goodwill you build up that compels people to do business with you rather than your competitor. [iii]
BRAND ESSENCE: Is the functional but especially the emotional attributes that the brand uniquely embodies.
BRAND EXPERIENCE: Brand experience is a type of experiential marketing that incorporates a holistic set of conditions created by a company to influence the feeling a customer has about a particular product or company name. Through a combination of various modes a consumer uses to interact with a brand, companies attempt to create a general atmosphere of goodwill, dependability or trust to form an association between the brand and a specific need or emotion.[iv]
BRAND IDENTITY: Brand identity is the visible elements of a brand, such as color, design, and logo, which identify and distinguish the brand in customers' minds. Brand identity is distinct from the brand image. The former corresponds to the intent behind the branding: the way a company chooses its name; designs its logo; uses colors, shapes, and other visual elements in its products and promotions; crafts the language in its advertisements; and trains employees to interact with customers—all with the goal of cultivating a certain image in consumers' minds. Brand image is the actual result of these efforts, successful or unsuccessful. [v]
BRAND POSITIONING: Is space the brand occupies regarding its competitors. This position is achieved through a well-conceived Branding Strategy that takes into account: 1) the competitive landscape. 2) points-of difference and points-of parity 3) established boundaries of the emotional and functional elements the brand offers.
BRAND PURPOSE: Marketing word of the year of 2018[vi]. In today's world, "brands are also recognized by the role they play in society." Therefore, the brand purpose has become a differentiator and a brand equity generator.
BRAND RESONANCE: Is the intensity of the relationship between brand and customer. At Estudio-B we strive to achieve the highest brand resonance for our clients.
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BRAND STRATEGY: Is the science of bringing the competitive positioning of your brand to life. Is the roadmap that guides the entire experience your prospects and customers have with a brand.
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Your brand strategy defines what you stand for, and the personality you convey. Also, while it includes your logo, color palette, and tag line, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market.
BRANDING: Is the process of giving a meaning to a company's products or services by creating and shaping a brand in consumers' minds. It is a strategy designed by companies to help people identify their products and organization quickly, and give them a reason to choose their products over the competition's, by clarifying what this particular brand is and is not; this includes but is not limited to the visual identity of the company.
BRANDING AGENCY: This is a type of agency in the Marketing Communications world. Branding Agencies are extremely specialized in the services in which they offer. Their primary focus is to help create, develop, maintain and improve brands. Creative, design and communication may also fall under their overarching banner, but their main focus will be on brand strategy by either developing or refreshing brands.[vii]
Branding agencies tend to specialize in: Research & analytics, Naming, Brand architecture and portfolio, Brand positioning Brand identity, Design of the brand visual identity (includes logo design), Brand guidelines, Brand strategy, Brand management, Brand communications.
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CAUSE MARKETING: Or Cause-related marketing “is defined as a type of Corporate Social Responsibility (CSR) in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society.
Alternatively, more colloquially: cause marketing occurs when a company does well by doing good.”[viii]
CUSTOMER INSIGHTS: Insights in marketing communications, are the result of applying human thought and reasoning to analyzed data on the behavior of a (prospective) customer in relation to the brand, service or product.[ix]
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INTEGRATED MARKETING COMMUNICATIONS (IMC): Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build a long-term brand and shareholder value. [x]
INTERNAL BRANDING: Internal Branding is a corporate strategy measure to enable and motivate employees to not only keep the brand promise but to "live" it. To do this, companies involve employees in the process of brand development, inform them about the brand, and inspire them to feel enthusiastic about the brand to ultimately influence their behavior to support the brand.
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RE-BRANDING: is the creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer's perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer's needs.
There are many other reasons a business might want to present a different brand image. Possibilities include repositioning the company and vision to reflect a change of focus, setting the company apart from its competitors, updating the corporate image to appeal to a younger market, expanding the business scope, and reflecting a significant merger or acquisition. Companies sometimes want to present a new image for reputation, to distance themselves from problems of the past. [xi]
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SOCIAL ENTERPRISES: Are social mission driven organizations that apply market-based strategies to achieve a social purpose. The movement includes both non-profits that use business models to pursue their mission and for-profits whose primary goals are social.
STRATEGY: At Estudio-B we use the classic definition of Strategy by Michael E. Porter. This author argues that competitive strategy is achieving a competitive position "deliberately choosing a different set of activities to deliver a unique mix of value". There are three generic strategies for achieving above average performance in an industry: cost leadership, differentiation, and focus. [xii]
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This glossary was compiled using standard definitions from the industry. All sources are listed below:
[i]https://www.modgirlmarketing.com/boutique-marketing-firms-vs-big-marketing-agencies/
[ii]http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/
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[iii]https://successwise.com/what-is-a-brand/
[iv]https://whatis.techtarget.com/definition/brand-experience
[v]https://www.investopedia.com/terms/b/brand-identity.asp
[vii]https://www.thebrandingjournal.com/2016/06/what-is-a-branding-agency/
[viii][viii]https://causemarketing.com/research/cause-marketing-definition/
[ix]https://www.actionable.com/blog/what-are-marketing-insights
[xi] https://whatis.techtarget.com/definition/rebranding
[xii]https://www.ifm.eng.cam.ac.uk/research/dstools/porters-generic-competitive-strategies/