A Beginner’s Guide to Branding Terms

A Beginner’s Guide to Branding Terms

Design Illustrated by Neha Kamath (@nehacomet) based in Mumbai, India

Here at ZeBrand we empower small businesses, startups, and entrepreneurs to define, design, and deliver their brand.

Below are branding terms that one should know in order to stand out from other brands.

1. What are Brand Elements?

Brand elements are the pieces of a greater puzzle‑ it refers to each individual part of your visual brand identities, such as logo, colors, and fonts. By adhering to a certain set of brand elements, you ensure a unified look whenever you create something for your brand. Resist the urge to add unnecessary pieces‑ we’re striving for consistency, not randomness.

Brand Lingo Brand Elements

2. What are Brand Guidelines?

Think of it as an instruction manual for how to stay on‑brand. It gives practical guidance on using brand elements (take a look at Brand Lingo: 01 Brand Elements) so that you know exactly what to do with your fonts, colors, and logos. Refer to the guidelines whenever you’re stuck or unsure of how to use your brand elements and it will help you figure out what to do, or what not to do.

Brand Lingo Brand Guidelines

3. What are Assets?

This refers to the actual digital files of your brand elements that are downloadable, sharable, or grabbable for use. Asset files can be downloaded, collected, and shared as needed. Make sure that the most up‑to‑date ones are being used and circulated at all times.

Brand Lingo Brand Assets

This is your crown jewel‑ a visual representation of your brand’s identity. It is a symbol that acts as a beacon for your audience to immediately recognize and remember your brand. Make sure your logo is visible wherever your brand needs external representation or introduction. Your logo is sacred; don’t tweak, manipulate, or overcrowd it.

Brand Lingo Brand Logo

5. What is a Brand Personality?

If your brand were a person, how would they look, sound, and behave? This helps to humanize your brand and make it relatable to your audience. Keep your brand personality in mind whenever you design (how do they look?) or write (how do they sound?) for your brand.

Brand Logo Brand Personality

6. What is a Mission & Vision?

It is a statement that describes your business's purpose and the value it aspires to add to the world. This is your elevator pitch. Use it to tell your story and introduce your company with succinctness, clarity, and intrigue. Let it point your company in the right direction and drive motivation for future growth.

Brand Lingo Mission & Vision

7. What are Core Values?

A set of principles that define your brand’s beliefs and character. They serve as a compass for defining company culture and should be integrated into daily work and employee's mindsets. Have your values handy in a place where anyone can access or see them as a daily reminder.

Brand Lingo Core Values

We hope you enjoyed the beginner’s guide to branding terms. If you haven't started your branding journey with us yet, you can get started for free here. Let us help you build up your brand from the ground up.

A Beginner's Guide to Branding Terms