Branding Glossary

Brand Architecture

The strategic alignment of all of a company’s brands to determine the positioning and relationship of the brands to each other, taking into account target groups and competencies. Definition, examples

Brand Audit

Discover the potential of your brand – with a brand audit.

Brand Colors

Colors have cultural and emotional meanings and are therefore linked to certain associations. The colors of the brand design therefore influence how the brand is perceived. Definition, examples

Brand Design

Brand design includes all visual elements that give visible expression to the brand personality and convey what the brand stands for. Definition, elements, examples, process

Brand Frame Template

Summarize your brand identity at a glance: With our Brand Frame® template

Brand Frame®

Kreiert ein Markenleitbild, das einleuchtet. Mit dem Helder Brand Frame® Markenmodell

Brand Guidelines

Brand guidelines, also known as brand manuals, comprise the essential components of the brand identity as well as communicative and design rules. Brand guidelines define how the brand should be represented to the outside world. Definition, elements, examples

Brand Icons

The term icon comes from the Greek (eikon) and means image. Icons are symbols that visualize processes, product features or objects, e.g. in apps, on websites, but also in print products. Definition, examples

Brand Imagery

Brand imagery is a form of communication. It defines the character of an image or series of images in the context of a uniform brand image. Definition, examples

Brand Key

The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.

Brand Naming

Naming is the development of a brand name that designates an organization, product, product portfolio or service.

Brand Naming

A name given by the maker to a product or range of products, especially a trademark. Definition, Naming Requirements, Do’s and Don’ts, Briefing Template

Brand Purpose

The brand purpose is the reason for a brand’s existence.

Brand Purpose Board

Align the social added value, the needs of the target group and your own goals.

Brand Story

A brand story is a narrative that conveys the value proposition, purpose and personality of a brand in a concise, memorable way.

Brand Strategy

A brand strategy is the systematic development of a brand in the context of the business model. Definition, process, components, templates

Brand Values

Customers buy products and services from a brand that reflect their own personality or are an expression of an identity that they want for themselves. Definition, 3 Templates

Brand Values Template

Develop brand values with examples and exercises and define what the brand stands for

Brand Website

Web design is one of the central applications of brand design. For most companies, the website is the most important media touchpoint for the brand. Definition, examples, process

Brand Wheel

The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.

Brand Wheel

The Bates Brand Wheel captures a brand’s essence in 5 steps, analyzing attributes, benefits, values, and personality to communicate the core identity.

Brand positioning

Brand positioning is the occupation of a defined position in the relevant market in order to achieve an attractive and unique place among the target groups. Definition, 2 Templates

Branding

What is branding? In a nutshell: Branding is the targeted development and management of a brand, including its communicative and visual characteristics. The aim of branding is to trigger a certain feeling in (potential) customers and to convey what the brand stands for.

Branding Process

We strategically support brands to gain clarity on purpose, USP and goals, to position themselves in the market, and to differentiate effectively.

Buyer Persona

A buyer persona is an ideal-typical representation of a potential customer, which is illustrated using a fictitious, representative person. Definition, 1 templates

Buyer Personae

In order to develop a successful brand strategy, it is important for companies to analyze their target groups in detail. The creation of buyer personas helps to create a better understanding of the target group.

Claiming

The claim is a sustainable element of branding. This is different from the slogan, which is usually developed for a campaign and therefore has a significantly shorter half-life.

Corporate Culture

Was ist Corporate Culture? In Kürze: Die Corporate Culture umfasst Markenwerte, Verhaltensnormen und -regeln innerhalb einer Organisation und beeinflusst damit die Mitarbeiterzufriedenheit und Erfolg eines Unternehmens.

Corporate Design

What is Corporate Design? Alongside corporate culture, corporate communication and corporate behavior, corporate design is part of corporate identity and comprises the visible part. It serves to make the brand values, culture and services of a company visible.

Corporate Identity

What is Corporate Identity? Corporate identity describes all the characteristics of a company that make it unique and distinguish it from the competition.

Corporate Image

Was ist Corporate Image? In Kürze: Das Corporate Image ist die Art und Weise, wie eine Marke oder ein Unternehmens von außen wahrgenommen wird, idealerweise im Sinne und als Folge der Corporate Identity.

Design Briefing

Briefing schreiben mit unseren Vorlagen, die euch Arbeit und Zeit sparen.

Golden Circle

Clarify the Why, How, and What of your brand to form the strategic foundation.

Identity Prisma

Define the brand identity on 3 different levels with the identity prism template.

Infographics

Logo

A logo is a graphic or typographic sign that stands as a symbol for a brand or an institution. Its purpose is to make a brand recognizable at a wide variety of touchpoints. It should be memorable and recognizable to attract attention from the target audience.Definition, examples

Marke

Was ist eine Marke? In Kürze: Eine Marke ist ein Name, ein Begriff, ein Symbol, ein Design oder eine Kombination dieser Elemente, die die Produkte und Dienstleistungen eines Unternehmens von denen der Konkurrenz unterscheiden und rechtlich schützen lassen.

Mission Statement

A mission statement formulates the added value of a brand’s services and is an essential part of the brand identity.

Personality Sliders

Define the brand personality: with the Brand Personality Sliders template.

Positioning Cross

Define for whom and for which needs the brand offers solutions

Process

Build a strong brand with a clear structure – step by step

Rebranding

When is a rebranding necessary? In short: Successful brand management requires regular adaptation to changing internal and external factors. The reasons range from positive transformation to societal pressure. This can involve anything from a simple refresh to a full-scale rebranding.

SWOT Analysis

The SWOT analysis is a proven strategic method that helps companies to identify their strengths, weaknesses, opportunities and threats.

Unique selling point

A unique selling proposition (USP) is a unique feature of a brand’s product or service that sets it apart from the competition and makes it particularly attractive to customers.

Vision Statement

Define a specific goal that the brand wants to achieve within a defined period of time.

Zielgruppe definieren

Zielgruppe definieren Die Zielgruppendefinition ist ein elementarer Bestandteil bei der Entwicklung der Markenstrategie. Es ist essentiell zu erkennen, welche Bedarfe oder Probleme welcher Zielgruppen die Marke (ein-)lösen kann. Nur dann wird und bleibt man als Marke relevant.