A Handy Brand Glossary

by Saul Edmonds

A Glossary of Brand Terms

"Your premium brand had better be delivering something special, or it's not going to get the business."

Warren Buffett

What is a brand? 

A brand glossary

Your brand is a key to your success. The fundamental importance of branding should never be underestimated.

Memorable branding - across online platforms and the offline world - has never been more important than today.

Branding as a broad term has diversified into specialist brand niches.

Brand experts refer to a variety of 'brand terminologies' which seek to address the various aspects of brand management.

Learn more about the science and art of branding with our handy branding glossary below.



Branding Glossary


Above all, a brand is more than a logo. A brand is the total representation of a company: the sum of its communication. 

Your brand is the key concept that forms the foundation of your business. 

It is the ideas or associations created in the minds of your customers, prospects and employees.

It is the promise of quality that seeks to be daily reinforced by customer experiences.

Brand Architecture

'Brand architecture' refers to the structure of brands within brands. For example, iPhone and iMac are brands within the Apple company. In this instance, Apple is referred to as a 'master brand' and the iPhone is in effect a 'sub brand'. Brand architecture is the broad analysis and strategy as to how to utilise these integrated brands for maximum advantage.

Brand Audit

A brand audit is an detailed assessment of the strengths and weaknesses of a brand. This may include an extensive review of advertising and marketing collaterals, identity components and communication strategies and actions.

The goal is to access how effectively a brand is being represented within the marketplace.

A consistent process of brand auditing is essential to ensure continued long term success.

Brand Awareness

Brand awareness seeks to measure the effectiveness of your brand amongst your target audience. Do people understand your brand and actively resonate with your brand message?

Brand Differentiation

Brand differentiation refers to the 'point of difference' a company achieves relative to its competitors. Branding must actively strive to promote differentiation - that is, the values, products and services that are unique to your company alone. Identify what is it that makes your product or services more desirable than those offered by your competitors.

Brand differentiation seeks to position your brand competitively within your marketplace.

Brand Equity

Brand equity is a broader assessment of a brand in relation to brand recognition, respect and popularity. Brand equity directly equates with the value of a company. Greater brand equity is associated with increased value.

Brand Identity

Brand identity is also known as corporate identity or sometimes company identity. This is the logo and associated visuals of a brand. Brand identity is the graphical representation of a company across all marketing collaterals - from business cards, to brochures, letterheads, websites and more.

Brand Image

Brand image is the perception of your brand amongst your audience, customers and prospects.

It is the combined impression that people have of your company, products and services.

Brand Strategy


Brand strategy is a strategic solution to position your brand effectively for success.

It is the cornerstone of your marketing plan and forms the basis for ongoing brand management.

Do you need assistance with brand design or your brand strategy?


Roundhouse has been providing quality brand design services in Brisbane and at the Gold Coast Queensland for over 10 years. Creative director Saul Edmonds has over 20 years professional design experience.

We are dedicated to delivering strategic brand design with a high ROI. We work to understand you, your business and your customers and tailor a unique brand solution to increase your profitability. 


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We can help grow your business and your brand.


If you enjoyed reading this article, you may also enjoy the following:

1. What makes a great corporate identity?

2. 4 Reasons to Choose a Brand Agency

3. Brand Management for Small Business



What is Brand Identity Design?

by Saul Edmonds

Branding - What is Brand Identity Design? 

Creative Brand Identity Design

"Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful." (Sir Richard Branson)

What is Brand Identity Design?

Brand Identity is essentially 'how' a business wants to be perceived by customers.

It is through brand identity design that a brand strives to communicate clearly with the target audience

Brand identity is the combined message transmitted via the brand name, logo, style and visuals.

Brand identity differs from brand image. 'Brand identity' is constructed by the brand itself - with the goal of broadcasting a strong message to consumers - where brand image is the summary opinion formed within the marketplace.

Branding : The Value of Professional Brand Identity Design

The perception formulated by customers is a key concern for every brand.

Strategic branding utilises the elements of brand identity design - including brand name, logo, styling and associated visuals - to construct a positive brand image. Dynamic growth is the outcome of a targeted 'brand identity' design that connects meaningfully with customers and prospects. Brand identity design utilises creative strategy to build a memorable and positive brand experience both online and offline.

Brands must consistently deliver upon promise to maintain a positive brand profile.

Branding : Designing and Brand Identity

The key value of brand identity design is to achieve point of difference from competitors.

Brand identity design is a five stage process.

1. Research, analysis and competitor review

2. strategic brand development

3. targeted brand design

4. consistent brand communication across all media

5. feedback, performance review and maintanence

Brand identity must be sustainable. Strategy and design unite to deliver real values that resonate with audiences. Brand identity design is a practical and cohesive 'action plan' to build brand success.

Brand Identity Design

Roundhouse is a professional Brand Identity Design company that has been providing creative services to Gold Coast, Brisbane and Australian businesses since 2001. Roundhouse is the preferred branding agency for many organisations across a variety of industries including medical, health, retail, wholesale, trades, financial, non profit and creative services. 

The Roundhouse team has over 20 years professional brand design experience. Our designers provide custom brand development to achieve maximum impact and profitability for your business. Every brand we create is both memorable and unique. See our portfolio here.

Brand identity design is a key component of your marketing campaign. Success in a competitive market depends upon a well planned and effective brand strategy. Ensure you select a design agency who takes the time to listen and understand your individual requirements. 

A quality brand will build your professional image and increase your market profile. Customers respond positively to quality design. Increased conversions and lead generation result from an integrated brand that features strong brand identity design.

Roundhouse is Brisbane’s and the Gold Coast's premier design agency. Partner with Roundhouse for all your Brand Identity Design requirements.

Discover our creative range of Brand Design Services:

  • Brand Design

  • Logo Design

  • Signage Design

  • Print Collateral Design and Printing

  • Web Design and Development

  • Social Media Marketing

  • Online Marketing

  • SEO

Roundhouse is a full service creative agency that specialises in strategic brand identity design. Contact us to discuss your branding requirements. We offer a free no-obligation consultation to assist with your business needs.


by Saul Edmonds