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Handout 2.

1 Branding Terminology Corporate Brand and Identity 1

Selected Branding Terminology for the Corporate Brand

BRAND ATTRIBUTES

Brand Attributes are tangible descriptors of the organisation and what it offers to clients in order to deliver
the promised brand benefits. They may include descriptions of the products or services offered, the physical
environment, or the characteristics of staff. Examples include: fast service, clean offices, short waiting times,
down-to-earth staff, etc.

BRAND BENEFITS

Brand Benefits are the parts of your brand that relate to your customer’s physical, social and psychological
(self-concept) needs. They communicate fulfilment of these needs and desires so that clients feel satisfied by
the brand. Examples include: Convenient, easy to access funds, secure place to save my money, etc.

BRAND DIFFERENTIATORS

There are nine key brand differentiators: speed, features, design, technology, reliability, service,
relationships, personality and price. Typically these are the characteristics that set you apart from other
brands, they can be your combination of unique selling points. By examining these differentiators you can
better understand where your brand sits in the market, and in the minds of your clients.

BRAND EQUITY

Brands vary in the amount of power and value they have in the marketplace. A powerful brand has high
Brand Equity. Brands have higher brand equity based on their level of brand loyalty, name awareness,
perceived quality and associations.

BRAND EXTENSION

The idea that one brand name can be stretched across a large number of products and/or services. Brand
stretching is widely believed to have limitations. If, for example, the quality of one of the products or
services in the brand portfolio slips, the image of the others in it may suffer.

BRAND GUIDE
The Brand Guide is a visual representation of your brand starting from the inner core (the brand essence) and
moving outwards towards its benefits, attributes and positioning statement. It provides an overall, total
picture of your brand as you aspire it to be.

BRAND IDENTITY FOLDER

The Brand Identity Folder (or Statement) is a template to ensure that the audio and visual representations of
your brand remain consistent. This template should describe the details of how you want your colours, logo,
tagline, etc. to be portrayed.

BRAND LOYALTY

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Handout 2.1 Branding Terminology Corporate Brand and Identity 2

The aim of all “brand managers” is to secure the sustained loyalty of their clients. Brand loyalty comes about
through clients’ continuing satisfaction with the organisation, product or service, and through effective and
often heavy promotion. Strong brand loyalty reduces the impact of advertising by competitive brands, and
discourages brand switching.

BRAND MANAGEMENT

A BRAND manager is given responsibility for a single brand and becomes that brand’s champion and
enthusiast. He or she sets the objectives for the brand, plans what action is needed to achieve these
objectives, schedules and co-ordinates all the activities around the brand, and reports to the appropriate
managers (the Executive Director for the corporate brand). Brand management includes monitoring the
brand over time and overseeing initiatives to improve the brand’s appeal and impact both internally and
externally.

BRAND PLAN

The Brand Plan is a document that provides all of the most important information about your brand – its
history, summaries of the research informing the brand creation, detailed description of the aspired brand,
key initiatives necessary to deliver on the brand, etc. It should enable everyone who works with the brand to
share an in-depth understanding of how the desired brand was created and what needs to be done to ensure it
is a reality. It is an invaluable document for ensuring alignment amongst the members of the Brand
Management team and amongst other senior managers – and is particularly important as a briefing document
when there is a change in Brand Manager or in organisational leadership.

CORPORATE BRAND

Brands are often thought of as just a name, logo or tagline – but brands are much more than that. A brand is
the essence of what the organisation stands for: its image and personality in the marketplace. It represents
who the organisation is, what products it offers and how it serves its clients.

Every organisation has a brand – whether or not it is actively managed: the goal of brand management is to
ensure that the corporate brand is compelling, inspiring, and delivered consistently at every client contact
point. The corporate brand should guide everything that the organisation does and says – and should inform
the development and management of other sub-brands within the organisation (product brands, brands for
individual branches, etc).

CORPORATE LOGO

An organisation’s emblems, and a powerful part of its corporate identity. Logos can become as familiar and
as powerful as the name of the organisation. The logo should reflect the desired tone of the brand – through
carefully selected design, colours, and images.

CORPORATE TAGLINE

A short phrase or promise that an organisation uses to identify what its brand stands for. Like the corporate
logo, the tagline can become firmly ingrained in people’s minds – so the messages it sends should be entirely
consistent with what the organisation wants to stand for. The tagline is like the brand essence in that it should
represent the core of the brand, but it should be designed for an external audience – its primary purpose is
one of marketing the organisation.

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