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To eliminate confusion and to facilitate effective brand building, it helps to agree on jargon. Below, in no particular order, is a list of the terms we commonly use at Boardwalk, and what we mean by them. We think this is a pretty good list but, if you prefer alternative definitions, we’re always open to new interpretations.
Brand
A covenant. A reciprocal relationship in which one party makes and keeps a (set of) promise(s) to other parties as a means of earning repeat interaction.
Brand Platform
A set of assumptions, assertions, observations, etc. about a product, service or organization that, when taken in aggregate, form the foundation for building the brand.
Mission Statement
An important part of the brand platform, a meta-observation about the purpose of the product, service or organization.
Brand Promise
The (set of) promise(s) that the product, service or organization makes to its market. This differs from the value proposition in two ways: 1) it is a promise made over time and repeated transactions and 2) it is a promise made to the entire market, not just customers.
Hidden Brand Promise
A (set of) promise(s) that the market may expect the product, service or organization to keep even if that expectation is never articulated.
Brand Identity
The tangible evidence of the brand. This could be the “voice” of the brand, the style of writing or communicating. It is also the visible expression of the brand through an integrated system of logo designs, color, typography, collateral communication, signage, packaging, web presence, etc. Ideally, the brand identity ensures that the brand promise is expressed through every point of contact with the market.
Branding
The process of establishing and/or maintaining a brand.
Brand Loyalty
The reward the market gives to brands that are perceived to consistently deliver on their brand promise.
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Brand Image
The market’s existing perception of the brand – good, bad or indifferent.
Market
The full range of constituencies that are influenced by – and can have an influence on – the branding process. It includes customers, clients and end users – but also other groups and stakeholders such as employees, vendors, stockholders, the press, community leaders, even competitors.
Value Proposition
An important part of the brand platform, the declaration of what the customers receive in return for what they spend in a single transaction. Value propositions that are specific to the declaring party, and cannot be duplicated by the competition, are strong. Generic value propositions are weak.
Brand Hierarchy
An organization of brands into formal relationships. There are differing strategies for setting up a family of brands, depending on their goals. For instance, a branding campaign may emphasize a parent company with a strong corporate identity. In this way, the Nike brand has become stronger and better known than any of its products. But, sometimes, the strategy is to place emphasis on the product(s) in the way that parent company Procter & Gamble promotes its line of consumer goods while, itself, taking a much less visible role.
Brand Engagement
It’s not enough to create a superior brand identity. Remember, a brand is a promise. Employees need to internalize the particulars of the brand platform; they need to be able to communicate the brand promise; and they need to manage the components of the brand identity to maximize its ROI. All this requires training.
Positioning Tagline
A short statement, saying or slogan that appears with the company name to provide more detail about the company's business.
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