It can be very confusing with all the branding terms and the various definitions. Here is a short list of a few key terms with definitions Blue Earth uses.
The sum of a brand’s financial and non-financial assets that results in generating demand. The brand’s unique attributes create an emotional connection with the brand’s customers to make the brand valued and valuable
This is a set of symbols and guidelines that create a consistent look and feel. The fundamental items are logo, typefaces, color palette, voice, and photo styling all integrated into a consistent look and feel.
Positioning your brand focuses on distinguishing your brand from its competitors. The goal of positioning is to influence your target audience’s perception by effectively communicating a brand's competitive advantage.
A company's brand personality evokes an emotional response to a specific consumer segment, intending to incite positive emotions and persuade, motivate and change customer behavior.
From a consumer perspective, brand essence is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.
This is the promise a brand makes to its customers. It is critical to meet or exceed your promise to your customers.
Brand culture is the DNA of the brand. It governs all customer experiences at every touchpoint. The culture is an extension of a company’s core values and is lived out through the employees who deliver high-quality brand experiences to their customers.