B
Name
Brand
Definition
The perception that other people have of your business.
Name
Branding
Definition
The things you do to create a specific, curated image for your business.
Name
Brand Guidelines
Definition
A comprehensive document including information and guidelines on how to use your Branding to its maximum potential.
Name
Brand Personality
Definition
This is the process of assigning human characteristics to a brand, giving the customer something to relate to (ie. sophisticated, feminine, fun, etc).
D
Name
Demographic
Definition
The sectioning of an audience to allow deeper research into specific age groups and interests.
Name
Domain Name
Definition
A domain name is the unique address of a website (minus the www.). For example, my domain name is manamana.co.uk.
F
Name
Favicon
Definition
The icon which can be found next to a Website Title on your browser, often a simplified version of a logo.
H
Name
Hosting
Definition
A paid service required to display your website online.
I
Name
Icon
Definition
An illustrated element/symbol.
L
Name
Logo
Definition
The star player of your branding team. A logo is the main mark used to create recognition and trust between your business and target demographic.
M
Name
Mission Statement
Definition
A short statement which summarises a business's values and goals.
Name
Monogram
Definition
A motif of two or more letters, typically initials, often used as a logo or a favicon.
N
Name
Navigation
Definition
Navigation allows visitors to access all pages on your website with ease and fluidity. The main navigation of a website it usually at the top and should include the main pages you would like your customers to access.
O
Name
On-Brand
Definition
Something which aligns perfectly with your brand's ideals, goals and aesthetics.
R
Name
Rebrand
Definition
The process of rethinking and renewing your branding.
S
Name
Style Guide
Definition
A document which encompasses your brand's visual identity, including all logo marks, colours and fonts.
Name
Symbol
Definition
An illustrated element of your visual identity/logo. Often displayed beside your Business Name to form a Symbolic Logo. The use of a symbol allows your logo to say the things about your business that your business name can't.
T
Name
Typography
Definition
Typography is the essentially style or appearance of text, but can also be referred to the art of working with text.
U
Name
USP (Unique Selling Point)
Definition
An asset which stands your business apart from the rest of your competition. Something that makes it quintessentially yours and unique.
V
Name
Visual Identity
Definition
The set of visual, tangible elements of a brand, that together, create a Brand's Image.
W
Name
Wordmark
Definition
A text-based logo mark.