Brand strategies should be clear. Compelling. Deliberate. And yet, building one can sometimes feel like none of these things.
Every agency, company, and strategist may have their own terms and jargon when building a brand strategy. This can also vary depending on what market you’re working in. I find this confusing, so I made a lexicon of some of these seemingly interchangeable terms.
This is not exhaustive so please send me other terms to know to add to