Glossary of Branding Terms
A name created for your Ideal Client.
The entire tangible and intangible experience of your product or company is condensed into something recognizable.
Actively creating a unified story and visuals to represent your product or service.
A plan for how a company will develop its brand in a holistic way by clarifying positioning, differentiators, ideal clients, buyer motivations, competitor analysis, visual identity, messaging, and marketing.
The words you use in your communications and the tone of those words. Your voice includes both written copy and spoken words.
See Ideal Client Profile
Stands for Cyan, Magenta, Yellow, and Black. Also called 4-color or process. CMYK is used whenever there are full-color images or when the number of colors makes it more practical than just PMS colors. CMYK is also the primary system for digital printing, as specific Pantone colors can not be put into an inkjet or laser printer.
Key colors used in your branding. Usually, one or two primary colors are found in your logo, and sometimes secondary colors, are clearly defined using PMS, RGB, or CMYK.
Key fonts or typefaces used in your branding. These are typically limited to only a few fonts or a family of fonts with varying weights to build consistency for your brand.
Read more: What are corporate fonts?
Customer Value Proposition (CVP)
See Unique Value Proposition (UVP)
The key feature or benefit that sets you apart from your competitors.
Learn about your differentiators here: Answer These 10 Questions Before You Build Your Brand and How to Review Your Competition to Build a Better Brand.
See Ideal Customer Profile
Ideal Client Profile (ICP)
An ideal client or customer profile defines your organization’s ideal customer, including their demographic and psychographic details.
A symbol or graphic mark adopted by an organization for identification and recognition.
Activity a company takes to promote its products or services. Marketing is a set of actions designed to generate interest in a product or service.
Marketing Funnel or Funnel
A customer’s journey with your business, from first becoming aware of your product or service to purchasing and any steps in between.
Read about how you can Save Time and Money on Marketing When You Invest in Your Brand First.
Pantone, Pantone Colors
A system of thousands of numbered swatches. Used by offset printers, the color is pre-mixed based on a formula (very similar to getting paint mixed at the hardware store). This is good for predominantly one-color (or two) applications, such as a business card.
When a brand is built around a person and what they have to offer. Your name may often be part of the business name, or your credentials and skills make the business unique.
PMS refers to the Pantone Matching System. See Pantone.
Positioning, Market Positioning or Brand Positioning
Intentionally highlighting certain differentiators to have customers perceive the brand in a specific way.
Read more: Brand Positioning: Be Your Category and Market Leader.
Stands for Red, Green, and Blue and is the color system for computer monitors, video, etc.
A symbol, word, or words legally registered that identifies products or services from a particular source and distinguishes them from others.
Read more: Definition of Brand and Branding.
Unique Selling Proposition (USP)
See Unique Value Proposition (UVP)
Unique Value Proposition (UVP)
A Unique Value Proposition is a clear statement that describes the benefit of what you offer and how it helps your ideal customer. Also called a Unique Selling Proposition (USP) or a Customer Value Proposition (CVP).
See brand voice.
A six-digit, hexadecimal number used in HTML, CSS, SVG, and other computing applications to represent color.
A text-only logo. Or the word portion of a logo with a graphic icon. Some companies with wordmark logos are Tiffany & Co., West Elm, Google, and Sony.
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