Glossary of Terms
Brand: A valued promise that an organization makes to its external and internal audiences. External audiences view a brand as the best and sometimes only solution to a problem they have. Internal audiences must believe the brand is worthy of their commitment. All audiences must understand the brand and view it as important, believable, and distinctive. (The term "branding" is not used.)
Brand Architecture: A systematic way of viewing and organizing your institutional and sub-brand promises, attributes, and graphic identity so as to achieve greater clarity, synergy, and leverage
Brand Attribute: A series of words or phrases—implied in your brand promise—that you want to position in the minds of your target audiences. Over time, as a result of your brand communications plan, you want your audiences to repeat these attributes back to you, and to others; also known as benefit segments and vivid descriptors
Brand Promise (Institutional Brand): The primary, valued promise made by the larger institution. Also called a positioning statement or USP
Elevator Speech: A consistently used, memorized statement that summarizes, in a meaningful way, the essence of your brand and your institution. This "speech" is given, usually verbally, when someone says, "Tell me about your school"
Tagline: A brand promise expressed in "shorthand"