Branding Services Glossary

Line Extension

A new variation of a product or service that shares the same key characteristics as the parent brand, but offers a new benefit.

Lock up

The permanent placement of two or more graphic elements to each other of a corporate identity, say between a symbol and a logotype (see these terms) and a tagline.  How the elements are linked together always stays the same regardless of the application.  See term Signature.

Logotype or Logo

The stylized version of a company’s name using typography.  Outside our industry, “logo” is a common term for a company’s identifying name or mark.  In our industry we clarify the term to avoid confusion with other types of identifiers.

Look and Feel

The visualized personality of a brand – typically includes imagery, illustration style (photography, drawing), typography, color palette, and how these elements work together in formats.

Master Brand

Essentially the same as a Core Brand or a Parent Brand (see these terms).  Usually used with Endorsed Brand (see this term).

Messages/Messaging Strategy

A series a communication points written for a  specific group of interested parties (shareholders, employees, regulators, etc) that stem from a Brand Positioning and are directly relevant to a specific audience.

Mission

Often confused with Vision (see term), a company’s Mission represents an specific direction and purpose. It is universally shared - by employees, owners, customers and communities. Mission should be above the specifics of the current business, describing the underlying value proposition to the most appealing market.

Mission Statement

A concise declaration issued by a company, usually for employees, which outlines the company’s purpose, beliefs, values, and principles when conducting business.  It’s used as a touchstone or guidepost for employees and suppliers in all business dealings and activities.