Ladybird-digital Glossary

Re-branding - A re-brand is the brand/marketing strategy of changing of a company's corporate image - changes typically include a new name, new messaging, new visual identity, and sometimes change in business direction. The desired intention is to change perceptions in the minds of consumers, investors, competitors, and other stakeholders. There are many reasons why a company may choose to re-brand: confused investors, tarnished reputation, a merger of equals, need to renew interest. No matter what the reason, probably one of the most significant outcomes of a re-branding process is the clarity and focus that it generates to the leadership team, management, and personnel. It has a rejuvenating effect on the entire company – a renewed sense of purpose.

Responsive websites - Responsive websites are a one-size-fits-all browser page solution designed to adapt to the screen size of smartphones, tablets and computer screens. Responsive (adaptive) websites have become the standard for new website development.

SERP - Search Engine Results Page (SERP) - The page that returns after a user has entered a search engine query. Most SERP pages are broken into sections of paid advertising and organic results. A companies ranking on these pages is dependent on propitiatory search engine specific algorithms that analyze the copy, code, images and other components of a page .

SWOT - Strengths, Opportunities, Weaknesses and Threats. A swat analysis is an exercise that allows a company to analyze its position relative to the competition. It provides information that will help a company strengthen its selling position or adjust to another position that may be more lucrative.

Visual Branding - Is the visual articulation of the brand. It's how it looks both in public and internal operations environments. Characteristics of strong visual branding include consistent integrated use of the company logo, design and secondary brand elements, thematic imagery and consistent voice (messaging).

Visual Identity - Is the graphic representation of a business, product or service. Through its own graphic style, a company’s visual identity expresses its values, activities and ambitions, and is conveyed through symbols, colours, styles, and messaging. The main component of a visual identity is the company logo.

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