Ladybird-digital Glossary

A.I.D.A (AIDA) - AIDA is an advertising/marketing acronym (Attention-Interest-Desire-Action) that provides a communication strategy (goal) when developing various types of advertising devices. It's intent is to provide customers with images and content that resonate with their requirements.

Brand - There are many ways to define a brand, some define it as a position in a target market; price, quality, uniqueness, reputation… Some define it as a perception that exists in the minds of the customer, prospect or stakeholder. No matter how it’s defined, a brand is either built, ignored or neglected by the companies that the brand stands for. The amount of respect dedicated to the brand is the difference between a successful brand and one that fails. Everything a company does, the way they do it, and, in many cases, what a company doesn’t do, acts to reinforce or undermine the unique position in a customer’s mind.

Brand identity - A brand identity is the visual expression of the brand. It includes logos, graphic elements, colours and look and feel that reflect the personality and tone of the brand. An identity should be long lasting, memorable and a timeless reminder of what a company stands for and delivers.

Brand position - A brand position is an implied or stated message that the brand is unique, credible and sustainable. It is an effort to influence consumer perception. To be convincing and successful the branding position must be in alignment with the value the company provides and it must keep it's implied promises. Failing brand positions hurt the overall perception of a brand.

Brand strategy - A brand strategy answers an essential and fundamental question. “How do I make a positive impression in the minds of everyone who touches the brand?” Through effective branding techniques including delivery of the message through integrated marketing and communications tactics, collateral development, and implementation, a prospect will become aware, interested and invested in a brand. This investment will eventually lead to brand loyalty and buy-in. Most successful brand strategies are ones that include everyone from employees and vendors, right on through to shareholders, prospects and customers. Typically, a branding strategy consists of three general elements: Identity, Implementation, and Management. It takes commitment, discipline, focus and courage to build a strong brand that people will care about and support - everything should be performed within the broader context of brand strategy. A strong brand acts as a magnet to prospective employees, shareholders and customers.

Branding - The process of creating or imprinting a brand name, symbol, design or position into the minds of all those who are touched by the brand. Whenever a brand reaches an individual or audience, the experience is considered a brand experience. The activity that causes the experience is known as a brand touch point. Branding focuses on these points in an attempt to create a positive, memorable brand experience.

Content Marketing - Content marketing is a strategic marketing approach focused distributing relevant, valuable, authentic and authoritative content to attract and retain a specific target audience. The ultimate goal is to build brand awarness and drive profitable customer action.

Cultural Identity - A company or organization's vision, values, norms, systems, symbols, language, assumptions, beliefs, and habits.

Identity standard - An identity standard is a formal guide or document that lays out the rules for a logo, brand components and messaging for the use in internal and external communications. The identity standards are used by internal company personnel and authorized vendors/partners to ensure the visual and cultural identities are portrayed consistently in accordance with the brand standard. The level of rule strictness depends on the size and culture of a company.

Marketing Position - A marketing position is an implied or stated message that conveys a clear, unique, and advantageous competitive position in a particular targeted market. When explicitly defined by a company, it is an effort to influence consumer perception of a product or service relative to the competition. To be convincing and fruitful the marketing position must be in alignment with the value the product or service provides.

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