A business's agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values.

Office of the federal government responsible for issuing, administering, and enforcing U. S. patents and trademarks.

Elements that remind customers of brands and their value.

All of the opportunities which businesses have to connect with customers and reinforce brand value.

That part of brand identity that can be spoken, including words, phrases, letters, numbers, or any combination of these.

Those elements that are instantly recognized as representing a particular business or product.

The projection of a brand that encompasses its values and emotional connections with consumers.

All the combined impressions and experiences associated with a particular company, good, or service.

Beliefs or qualities that a brand stands for and is built around.

A brief summary of what a business owner wants a business to be doing.

Legal method for protecting brands from misuse externally; represented by the registration mark, trademark, or service mark. → Brand Name

The person in a business who is responsible for making the brand come alive and for sustaining it; usually the business owner, president, or CEO. → Brand Symbol

A summary of what a business owner wants a business to become. → Vision Statement