A brand is a collective of elements, tangible or intangible, that define how someone perceives and feels about a product or service.

Why is it important? – Developing a brand will make your product or service memorable. It will clearly communicate to your intended target audience why your product or service is the right choice for them, and create and emotional and/or rational attachment between the consumer and your offering.

Brand Architecture

How a brand sits within your company’s overall brand structure. It defines how brands under the same company relate (or not) to one another. Think Coke, Diet Coke and Coca-Cola Zero.

Why is it important? – When your brand is ready to expand, it is important that your original brand’s equity is not diluted. A strong brand architecture will allow you to introduce new brands without risking brand equity loss of your existing brands and defines clearly where each one of these brands sits in the market, what their USPs are and who is their target market. 

Brand Assets

The individual components that together make up a brand. These elements contribute in making a brand memorable, easily identifiable and different from the competition.

Why are they important? – Developing the right assets for your product or service and for your specific target audience will ensure that your marketing efforts are more effective providing you with better ROI.

Brand Development

Brand development is the continuous process which helps a brand grow. It helps maintain consistency in quality, value and trust in the eyes of your target audience throughout time.

Why is it important? – Brand development usually has four stages: Brand strategy, brand identity, design and brand management. Having a carefully planned brand development strategy, will make sure your brand stays relevant and ready for expansion when necessary without affecting its brand equity.

Brand Engagement

The process of developing an emotional or rational attachment through a series of interactions between your target audience and your brand.

Why is it important? – No matter how amazing your brand is, it will be of no value unless your target audience engages with it. A brand engagement strategy will help you make your brand visible to the right people, at the right time, when they are most likely to take notice.

Brand Equity

Brand Brand Equity describes your brand’s value in reference to customer perception and customer’s interaction with it. (e.g. If people think of a brand as trust-worthy, as value adding or in any other positive light, you have positive brand equity.)

Why is it important? – Building positive brand equity will help you convince potential customers to buy your product or service. It will also make your marketing efforts more effective as people will already think of your brand favourably.

Brand Experience

A set of sensory experiences your brand uses to become memorable to your target audience. In other words, they way they experience your brand – from seeing your logo on a huge banner in the tube to how easy it is to navigate your website and everything in-between.

Why is it important? – The good and the bad experiences are always the ones that are most memorable. A well planned brand experience helps your target audience remember you for the good things. Your intuitive website that is so easy to navigate where your clients can get a quote in under 5 minutes; the great after sales service you provide that makes clients feel important to you, or simply always delivering on your brand promise; all are part of a good brand experience.  

Brand Identity

It is the sum of all elements that make your brand recognisable. This can include tangible elements such as logos, photographic style and colour palettes; or intangible elements such as sounds, textures or even scents.

Why is it important? –  A properly developed brand identity will make your brand memorable, recognisable and relatable. The elements that make up your brand identity should be representative of what your brand stands for and speak to your target audience. (e.g. If you are developing a children’s brand you would choose bright happy colours over darker, richer tones. Your logo would be cheerful and easy to understand rather than sophisticated and moody.)

Brand Strategy

Brand Strategy – A long term plan on how to build and develop your brand. A brand strategy should be in sync with your company’s business goals (e.g. expanding into a new market, reaching a new target audience, increasing your market share) and help current and potential customers understand what your brand is all about.

Why is it important? – A well thought out brand strategy will ensure that whatever your business goals are, you will have the right marketing building blocks to support them. It will also help you track your brand equity and brand performance. (Do your customers recognise and remember your brand? How do people relate to your brand? Do they trust your brand? etc.)

Branded Content

Content created by your brand that aligns with your core values and aims to build brand awareness by association.

Why is it important? – An important part of an omnichannel campaign, branded content helps your brand build trust with your target audience. As todays marketing world evolves, consumers are more informed and far more proactive than before. They also like to be in charge of the sales cycle. Today’s consumers prefer to have the right information to make an informed decision when making a purchase rather than being sold at. Branded content provides them with this information whilst reinforcing your brand as the right choice without being in their face about a sale. (define channels and example)

Branded Retail Design

The design of a commercial location geared towards maximising your brands equity. (retail design vs branded retail design)

Why is it important? – Having the right commercial space is an important part of the user experience. Your commercial space should reflect your brand clearly and leave no doubt in your customer’s mind as to where they are and why they are there. (e.g. You know when you have entered a Starbucks or an Apple Store.)


Branding is your brand’s foundation. It is the strategy you use to shape how you want your target audience to interact with your brand. It defines the way you want them to feel and the message you want to communicate to them. These concepts will help you build your brand identity.

Why is it important? – Effective branding will create loyal customers, make your marketing more effective and ultimately, increase your sales.

Communication Strategy

A communication strategy is a plan on how to make sure your brand messaging is consistent and makes sense regardless of the channel used to reach your target audience.

Why is it important? – The more you are exposed to the same message, the more likely it is that you will remember it. Making sure that your message is consistent helps you become memorable, and increases your credibility and chances of conversion.

Content Planning

A content plan helps you define which part of your brand message needs to be conveyed to your target audience at a specific time and tells you which channel to use.

Why is it important? – You could be producing great communication pieces, but if they are delivering the wrong message, at the wrong time in the consumer cycle and through the wrong channel, all your efforts will be in vain. A well-crafted content plan will make sure that your target audience receives messages relevant to them in a manner and time that makes them more likely to take notice.


The process of shaping your ideas into realities.Creating a plan detailing how something will look, work, or be produced. As Steve Jobs once said: “ Design is not just what it looks like and feels like. Design is how it works.”

Why is it important? – In a general sense, design reflects forethought and care. It helps take objects, ideas and plans from being ordinary to noteworthy. In marketing, design is important to make your brand stand out in a saturated market, creating  differentiation, relevance and overall improving your marketing efforts.

Digital Design

A sub-division of graphic design that specializes in creating content for your brand that is meant to be viewed on-screen. (i.e. smart phones, tablets, laptops, etc.)

Why is it important? – While digital design is a subdivision of Graphic Design, it has its own set of rules. It takes into consideration how people interact with screens and delivers content that is suitable for these channels. Take for example a billboard in a tube station and a Facebook ad. A person standing on a platform might look at your ad for a few minutes while they wait for the train. If you were to put the same ad on Facebook, you would only have a fraction of a second to capture their attention. Digital design bridges this gap and designs specifically to deliver impactful messages through digital channels.

Employee Engagement and Communications

The creation of content intended for internal consumption geared towards promoting team loyalty, brand engagement and willingness to represent your brand.

Why is it important? – There is not better brand ambassador than someone who knows your brand inside out and who is proud to be a part of it. An engaged team makes for a happy team. A happy team makes for happy customers.

Exhibition Design

Exhibition design is a combination of many forms of design. It can include aspects of architecture, interior design, graphic design, experience and interaction design, multimedia and technology, lighting, audio, and other disciplines. Its main purpose is to deliver your brand’s message through multiple channels within a designated space such as exhibition halls or trade fairs.

Why is it important? – Exhibition design will make you stand out amidst a sea of brands. It will attract potential customers, display your product or service effectively and communicate your message clearly.

Graphic Design

The practice of creating visual content to communicate your messages to your target audience.

Why is it important? – Good graphic design will communicate your brand’s message and USPs with clarity and efficiency. It delivers your message to your target audience in a pleasant way. 


Any action your brand takes to promote or sell your product or service. (These include market research, advertisement, websites and content creation for example.)

Why is it important? – Without it, there is very little chance your clients will know how good your product or service is unless they are specifically looking for you.

Marketing Strategy

Your company’s detailed plan combining all your marketing goals into one place. It outlines how you plan to reach your customers and usually includes the brand’s value proposition, key brand messages, information on your customers demographics and other high level elements.

Why is it important? – Your marketing strategy will tell you how your customers can be reached. It is the basis for your marketing plan, which in turn, details how you will reach your target audience, specifying marketing objectives, communication channels, messaging, customer needs, etc.


Your brand messaging is the information about your brand you convey to your target audience through your brands verbal and non-verbal communications.  It should clearly describe what you do, what sets you apart and why your target audience should engage with your brand.

Why is it important? – Clear messaging will ensure that there is no confusion as to who you are as a brand. This will translate into client trust and willingness to engage with your brand.


Brand naming is the process you need to follow so you can find a name that is just right for your product or service. Naming should not be just choosing a word at random to represent your product only because you like it. A name should be resonant, memorable and  relevant.

Why is it important? – Choosing a name that is right is crucial for your brand’s success. Some names are more memorable than others or easier to pronounce in certain languages. In addition, words might have a different meaning in different countries, which could land your brand in “interesting” situations. A well thought out name will be memorable and meaningful, and will help your target audience identify with your brand.

Omnichannel Campaigns

Marketing campaigns using multiple channels to deliver an integrated and uniform customer experience for your brand.

Why is it important? – With so much information out there, it is becoming more and more difficult to attract customer’s attention. Omnichannel campaigns help your brand stay present in your target audience’s mind by constantly reminding them as to why your brand is right for them. You know what they say: “Out of sight, out of mind”.


It details what unique benefit(s) your product or service offers to a specific target market and benchmarks your product or service against competitors.

Why is it important? – An effective brand positioning will create a series of associations with your brand and makes sure that your customers perceive it as you intended it. It develops customer loyalty, trust, brand equity and cultivates your target audience’s willingness to interact with your brand.

Tone of Voice

The personality of your brand expressed through writing. If your brand was a person, the Tone of Voice is the way they would speak to your customers. (Would they be friendly? Would they come across as knowledgeable? Would they be funny or serious?)

Why is it important? – A well-developed Tone of Voice, will help you build a solid brand. It will help your brand be relatable and recognizable. (e.g. If your target audience consists of young urbanites seeking entertainment, you would probably use a fun, energetic and colloquial Tone of Voice rather than one that is serious and somber.)


An acronym for Unique Selling Point or Unique Selling Proposition, it is a feature or characteristic that sets your product or service apart from the competition. What do you have that your competitors don’t?

Why is it important? – Having a clear USP will convey with easy why your product or service is the right choice for your intended audience. It will help your organisation keep focused on delivering on what is important in making your product or service unique and help you develop a strong, coherent and effective brand.

Website Design

Website Design – The ideation and design of your website. (Usually referring to the user experience aspect rather than the programming side of things. Define clearly between programmer)

Why is it important? – In today’s market things need to do much more than just work. This applies to everything, including your website. A website may do what it says on the tin, but if the experience is cumbersome, confusing and overall unappealing your chances of gaining and retaining customers decreases exponentially.