The Ultimate Branding Glossary

Brand Purpose

This is your why.

👉 Why does your brand exist – beyond making money?
👉 What change are you here to create in the world, big or small?
👉 What frustrates you about the industry or space we’re in?
👉 What problem are you obsessed with solving?
👉 What belief sits at the heart of everything you do?

Your brand purpose is more than what you sell – it’s the change you’re here to make. The impact you want to leave. It’s a core part of your brand identity – the belief system behind the business.

And yeah, let’s not pretend money doesn’t matter. We all love a good payday. But your brand purpose is the stuff that actually gets you out of bed in the morning. It’s what gives your brand meaning. Your purpose should be the force that drives everything, from the tough calls you make to the message you put out into the world.

If you do it right, you’re already on your way to creating something in your audience: belief, loyalty, and action. Because when people understand why you do what you do, they’re far more likely to care, connect, and choose you.

As Simon Sinek said in his iconic TED Talk and book, Start With Why:

“People don’t buy what you do; they buy why you do it.”

Purpose attracts belief. And belief builds brands that last.

So ask yourself – not just what you do, but why it matters. Nail that, and your story, strategy, and brand identity will fall into place.

Brand Mission

This is your what.

👉 What exactly do you do – and how do you do it differently?
👉 What’s the core goal you’re working towards every day?
👉 What promise are you making to your customers through your actions?
👉 How do you deliver value in a way that aligns with your purpose?
👉 What impact are you aiming to make right now – not just someday?

Your mission is the clear, focused goal that drives your brand forward. It shapes what you do every day. Your mission defines what you do, how you do it, and why it matters – all in a way that’s grounded.

Unlike your vision (which is about where you're going), your mission is rooted in the now. It's practical. Actionable. Built to guide decisions.

A strong mission statement is:

✔️ Sharp & Specific
✔️ Timeless
✔️ Customer‑Facing
✔️ Team‑Fueling

Here's Monzo as an example:

‘Monzo makes money work for everyone’.

It’s a single, punchy sentence with a promise that shows up in the service they provide.

To make that happen, they’re building a bank that feels easy to use, totally transparent, and actually works for real people – while also doing some good in the wider world. Take Monzo’s Pots feature. It lets users split their money into different categories – Holidays, Christmas Presents, Emergency Fund, you name it. It’s a simple tool, but it gives people real control over their finances, letting them shape how they manage their finances day to day 💰. The mission statement is:

• Sharp & Specific – clearly focused on real, everyday financial needs.

• Timeless – focused on helping people, no matter how the service evolves.

• Customer-facing – designed around the way people actually manage money.

• Team-fuelling – giving purpose to every new feature: help people feel in control.

It works because it’s personalised, practical, and rooted in a bigger belief: that money should serve people, not the other way around.

Whether you’re a big brand name or fresh on the scene, your mission belongs at the centre of the story. It’s the through-line – the thing that holds your message, your moves, and your momentum together. When it’s clear, your brand stops drifting and starts driving 🏎️.

Brand Vision

This is your where.

👉 Where do you see your brand in five, ten, twenty years?
👉 What does success look like for you in the long run?
👉 If you achieved everything you dreamed of – what would that look and feel like?
👉 What kind of impact do you want to have on your industry, community, or culture?
👉 How do you want people to talk about your brand 10 years from now?

Your vision is your dream destination. It motivates your team and gives customers something to buy into.

This is where you get to think big. Really big. No filters, no ceilings. Don’t hold back. Do you want to see your product on global shelves? Go ahead … imagine it. Want your favourite influencers talking about it like it’s the next big thing? Go there. This is about visualising the impact your brand could have – on culture, on community, on the world 🌎.

Because let’s be honest: every standout brand we’ve come to love today started as a vision someone had the courage to believe in. You don’t need permission to aim higher. You just need clarity on where you’re going – and the drive to keep moving towards it.

So be brave. Be specific. Your vision is your direction. Let it pull you forward 💭✨.

Brand Promise

This is your commitment.

👉 What can your customers expect from you – every single time?
👉 What do you consistently deliver, no matter the platform or product?
👉 What would feel like a broken promise if you failed to follow through?
👉 How do you want people to feel after interacting with your brand?
👉 Can you confidently stand by your promise – today, tomorrow, and years from now?

Your brand promise is what people can count on – every time they see your name, visit your site, open your app, unbox your product, speak to your team. It's the invisible thread that runs through every touchpoint. The expectation you set – and the trust you either earn or lose.

Think about it: if you’ve ever had a promise broken, how did it feel? Probably a mix of disappointment and frustration. Maybe even a bit of betrayal. And once that trust is cracked, it’s hard to get it back 🙅‍♀️.

That’s why your brand promise becomes your responsibility. A good one builds trust. A great one keeps it.

It should be clear, consistent, and above all, sustainable. Don’t promise the world if you can’t follow through. It’s better to stand by something simple and solid than to overreach and underdeliver. Because a brand promise, once made, isn’t something you walk away from.

So ask yourself: What do we want to be known for? What do we never compromise on? What do we always deliver no matter what?

That’s your promise. And it’s what will keep people coming back, long after the first impression fades.

Brand Strapline

This is your hook.
A short, snappy phrase that sums up what you’re all about. It should be packed with meaning. Think about the iconic:

👉 “Just Do It.”
👉 “Because You’re Worth It.”
👉 “Every Little Helps.”

Bet you could name every brand behind those straplines, right? That’s when you know it works – when you don’t need the brand name beside them. That’s because you already know who they belong to and that’s the power of a strong strapline. It’s identity in a sentence.

• Nike’s “Just Do It” isn’t even about shoes – it’s about mindset. Action. Confidence.

• L’Oréal’s “Because You’re Worth It” champions self-worth and personal value.

• Tesco’s “Every Little Helps” is practical, reassuring, and quietly human.

Each one taps into something deeper than the product. They sell an idea, a belief, a feeling.

A strong strapline should be:

• Memorable – easy to recall, easy to repeat.

• Meaningful – rooted in what your brand truly stands for.

• Magnetic – it draws people in, emotionally or aspirationally.

It doesn’t have to be overly polished or poetic. It just has to feel true and land fast.

So ask yourself: if someone only remembered one line about your brand, what would you want it to be? 🤔

Brand Values

These are your non-negotiables.

👉 What do you believe in – deep down, no matter what?
👉 What principles guide your decisions, even when no one’s watching?
👉 What behaviours would never feel right for your brand to adopt?
👉 How do you want your team and customers to describe your brand culture?
👉 Which values do you refuse to compromise on, even under pressure?

Brand values are one of those things everyone says they have, but very few define properly. They’re the stuff that actually shapes how you show up. From how you talk to customers to how you treat your team, your values set the tone.

That’s how people feel your brand. Values drive consistency. They influence culture. And when they’re real, you’re building relationships without even knowing it.

At Genesis, we believe your values should show up in everything you do. In your copy. Your customer service. Your hiring. Your visuals. All of it. Because it’s easy to say you stand for something. It’s living it that makes people believe you.

When you actually live by the values you set – expect trust, loyalty, standout reputation... the lot.

Let’s talk about Lush

Values: Sustainability, transparency, ethical rebellion
Lush doesn’t just talk about doing the right thing (like half the brands on the planet seem to 🙄) – they actually do it. From using only recyclable, minimal packaging (or none at all) to sourcing raw materials ethically, every product reflects their commitment to the environment.

In 2021, they said no thanks to social media. Yeah – Lush pulled the plug on Instagram, Facebook, TikTok, and Snapchat. Why? Because they didn’t want to be part of platforms that profit off people’s attention and mess with mental wellbeing. And for a retail brand, that’s massive. But you know what? It’s still a hot topic in 2025.

In a March 2025 update titled “Safer Socials, 2025,” Lush reiterated their stance: social platforms must be safe spaces before they’ll return. Their view remains that algorithms designed to fuel engagement and misinformation aren’t worth our mental health – and they're watching big tech's next moves carefully.

Some applaud the bold stand; others question the impact on awareness and reach. But for Lush, the conversation matters more than the applause. Choosing values over likes means staying true to what they believe, even when it sparks debate.

They continue to choose values over visibility. People over platforms. Well-being over algorithms. That’s what it looks like when you actually stick to your non-negotiables – and mean it.

What Values Actually Do

You can’t fake what you value. People see straight through it. There are too many brands slapping “sustainable” on a label without backing it up. If your packaging is eco-friendly but you’re flying influencers business class to promote “green” products, it sends the wrong message.

Your values should show up behind the scenes just as much as they do in the spotlight. Values should:

1. Shape your internal culture and team behaviour

2. Build credibility through consistency

3. Set the tone for customer experience

4. Create a brand people believe in
   
   
   

Brand Values with Guiding Principles

🌱 Brand Value: Responsibility
Guiding Principle: We reduce waste across our supply chain, partner only with ethical suppliers, and invest in community-led environmental projects.

🧠 Brand Value: Curiosity
Guiding Principle: We question assumptions, test new ideas, and give our team space to explore. Innovation starts with asking better questions.

🎯 Brand Value: Precision
Guiding Principle: We prioritise clarity. From the way we communicate to the way we deliver, every detail matters.

💬 Brand Value: Empathy
Guiding Principle: We design around people. We listen first, act second, and always put human experience at the centre.

🚀 Brand Value: Boldness
Guiding Principle: We challenge convention with purpose. Whether launching something new or rethinking the old, we do it with openness.

Brand Behaviours

This is how your brand shows up in the world 🌎.

If your values are what you believe, your behaviours are how you prove it. They're the visible, tangible expressions of your brand’s character.

It’s how your barista greets a customer. How your designer presents an idea. How your brand handles a complaint or a curveball.

You can’t fake behaviours. They’re either felt or they’re not.

Think about this...

👉 If your brand says it values inclusivity, do your spaces, language, and decisions reflect that?
👉 If you say you’re innovative, do you allow your team to take risks and try new things?
👉 If you say you’re transparent, are you open when things go wrong – not just when they go right?

Real-world example: Innocent Drinks

Innocent’s brand behaviour doesn’t feel forced and it’s a voice that has helped them break through the market.

In short: your behaviours are your brand in motion.

They’re what people experience, remember, and talk about. And when they align with your values, they build trust that lasts.

Tone of Voice

This is how your brand speaks – and how the world hears you.

So ask yourself: who are you, really? Not just what you sell or what you stand for, but how you show up in conversation. Your tone of voice should be unapologetically you. Because here’s the truth: the biggest mistake brands make is putting on a voice – like slipping into something that doesn’t quite fit. Audiences can spot that a mile off.

If someone met your brand in real life, would it sound the same as it does online? Would there be a match-up? Your voice should feel natural, not manufactured – because if you have to force it, it’s not really yours.

Your tone should feel like second nature. And once you’ve found it, own it. Use it everywhere – website, socials, emails, DMs. Every channel is a chance to reinforce who you are.

Consistency is the source of gaining trust and when your tone reflects your truth, people listen.

Brand Positioning

This is your space in the market – and in people’s minds 🧠.

Your brand positioning is what makes someone choose you over everyone else. It’s how you define your difference, carve out your niche, and plant your flag. Not just in your category, but in culture.

It’s easy to think of competitors as the other brands doing the same thing as you. But true brand positioning goes beyond your sector. You’re not just competing with brands in your lane – you’re competing for attention, relevance, and belief.

Your customer doesn’t live in neatly defined sectors – they live in a culture shaped by mood, convenience, experience, and identity. That’s why your competition isn’t just other brands in your space – it’s anyone offering similar feelings, benefits, or values.

A gym isn’t just rivaling other fitness centres – it’s going head-to-head with Headspace, Peloton, and Nike Training Club for mental and physical motivation. So your positioning needs to cut through more than just direct competitors – it needs to stand out in the context of everything else they see, scroll past, and believe in.

Same if you go for a coffee at Starbucks, you’re not just choosing between cafés. You’re choosing between a quiet moment to reset, a mobile app that makes life easier, a workspace for the afternoon, or even a place that fits your personal aesthetic. So you’re not just up against the coffee shop next door – you’re competing with Spotify playlists, co-working spaces, self-care rituals, and lifestyle brands that offer the same vibe, feeling, or convenience.

Ask yourself:

• What do we do that no one else does quite like us?

• How do we make people feel?

• What space do we want to own – not just in the market, but in their minds?

Brand Messaging

This is how your brand speaks to the world – and how the world starts to care.

From your landing page copy to your customer service replies, your brand messaging is the connective tissue between what you do and what people feel. This isn’t just about what you say, it’s how you frame it, layer it, and shape it into something people can believe in.

It covers everything:

• Your tagline that grabs attention

• Your value proposition that explains your edge

• Your product descriptions that tell the “why” behind the features

• Your campaigns that spark emotion and action

• Your social posts that connect day to day.

But great messaging builds narrative. It makes people feel like they’re part of something bigger.

Think storytelling, not sales copy:

Don’t just say what your product does – tell us the problem it solves, the life it improves, the moment it fits into.

• A skincare brand doesn’t sell moisturiser. It sells confidence at 7am.

• A productivity tool doesn’t sell features. It sells more time for what matters.

• A kidswear label doesn’t sell clothes. It sells memories, comfort, and that first-day-of-school moment.

Great messaging answers three questions clearly and consistently: What do you do?, Why do you do it? Why should anyone care? 🤔

When done right, your messaging becomes your brand’s story told in a hundred different ways, all leading back to the same message.

Visual Identity

Logo Design

Your logo is often the first glimpse someone gets of your brand so it makes sense to make sure it’s a good one right? (hit us up, we know what we’re doing 😉). It’s your shortcut to recognition. So it needs to be clean, distinctive, and versatile – something that works just as well on a billboard as it does in a social media profile pic or website.

One thing you need to remember is that your logo isn’t your brand. It’s just one part of a bigger visual language. Typography, colour, imagery, iconography – these all work together to create the full picture.

We often hear, “Can we just make the logo bigger?” But size doesn’t equal impact. What matters more is clarity, placement, and how well it integrates with your wider identity.

A strong logo does a few key things:

✔️ It’s recognisable in seconds
✔️ It scales across sizes and contexts without losing meaning
✔️ It reflects your tone of voice
✔️ It feels at home across digital and physical spaces

And the science backs it up: 75% of people recognise a brand by its logo. That's the connection. It means when someone sees your mark, they feel something. Familiarity. Trust. Curiosity.

But to get there, your logo has to live within a cohesive identity system, not float about on its own. That’s when visual consistency becomes brand power.

Brand Mark

This is your logo’s sidekick. A brand mark (also known as a logo icon or symbol) is a simplified visual that can stand alone and still say, “This is us.”

You’ve seen it in action: the Nike swoosh, the Apple apple, the McDonald’s arches. There’s no words or explanation needed there – just instant recognition. It gives you visual shorthand when space is tight, attention spans are short, or your logo just won’t fit.

What Makes a Great Brand Mark?

A well-designed brand mark is a balanced, intentional composition. It blends colour, shape, and even typography (if used) into something that feels instantly familiar and uniquely yours. They can signal trust, spark recall, and give your brand presence even in the smallest spaces.

Brand Font

Fonts do far more work than they get credit for.

Typography sets the tone, adds character, and cues your audience on how to feel about your brand. Before a single word is read, your font has already made an impression.

At Genesis, we use Neue Montreal, a geometric sans-serif as our go-to. Why? Because it feels like us – modern, clear, versatile, with just the right amount of edge.

But finding your own brand typeface? It can be a bit of a minefield – especially if you’re not sure what you’re looking for.

We’ve worked with loads of clients who come to us saying, “I don’t even know where to start.” And we get it. Fonts can feel… well, a bit meaningless at first glance. One looks clean, another looks cool – but does it actually fit your brand? Is it saying the right thing before anyone’s read a single word?

That’s where you might start thinking about bringing a branding agency in to help.

Because what looks “nice” to most people isn’t always what’s right. A good designer can spot the subtle differences – a letterform that feels too corporate, a curve that’s too soft for your tone, a weight that makes your message feel off. These are the details that separate fine from bang-on.

Getting expert advice means you’re choosing one that feels good and works strategically. It’s design with intent. And when everything aligns? That’s when your brand really starts to land.

Consistency is everything. So this means make sure you’re using the SAME font for your social content, website, pitch decks … even email footers. You’re here to build recognition and trust and this is one way you can do that 🤝.

Here’s why it matters:

💡 Brands with consistent typography are up to 80% more recognisable.
💡 Readable fonts can improve comprehension by almost 10%.
💡 Sans-serifs dominate in healthcare and education – for good reason. They’re clean, inclusive, and accessible.

In short: your font isn’t just how you look. It’s how you’re understood.

Brand Colours

Colour is one of the fastest ways to make someone feel something about your brand. It works on a gut level – triggering emotion, setting tone, and shaping memory. That’s why your brand palette should go beyond “what looks nice.” It needs to reflect who you are and how you want to be remembered.

This is colour psychology in action (kind of).

Yes, certain colours tend to trigger certain feelings – blues often signal trust, calm, and professionalism (think finance or healthcare). Reds bring energy and urgency. Greens feel grounded and eco-conscious. Yellows shout optimism. Neutrals like black, white, and grey bring clarity and balance.

But let’s be honest – it’s not always that clear-cut.

Colour psychology isn’t a one-size-fits-all formula. The same shade of blue can feel calm on one brand and cold on another. Context, contrast, tone, and brand personality all play a part.

That’s why choosing your palette isn’t just about theory – it’s about fit. Does it align with your values? Does it reflect your energy? Does it feel right in the world you want to build?

A good brand colour palette usually includes:

1. Primary colour(s) – Your dominant colour, used most consistently.

2. Secondary colours – To support and add flexibility without diluting the identity.

3. Accent colours – For emphasis, contrast, and small moments of interest.

4. Neutrals – For balance, whitespace, and typography.
   
   

Your colour palette should work across every touchpoint. It should contrast well for accessibility, scale well for consistency, and reflect your personality without saying a word.

Stick with it. Repetition builds recognition. Recognition builds trust.

Brand Patterns

When used intentionally, patterns can add rhythm, energy, and cohesion to your brand visuals. Think of them as the background music to your visual identity: subtle when needed, bold when it counts.

Whether it's a repeating motif, a geometric grid, a hand-drawn flourish, or an abstract shape system, patterns can bring depth, character, and recognisability to everything you create.

Why use brand patterns?

• Extend your identity – Patterns help fill in the visual gaps where logos and colour alone aren’t enough.

• Create consistency – Used across packaging, social templates, merch, or in-store design, they help tie everything together.

• Express personality – Sharp lines can signal precision. Organic curves might feel more human. You can dial up energy or calm things down, without saying a word.

• Stand out – A distinct pattern can become as iconic as your logo (think Burberry’s check, or Paul Smith’s stripe).

Where patterns can live:

• Social graphics

• Packaging

• Web backgrounds

• Internal presentations

• Events and environments

• Apparel and merch

• Stationery and print

The best patterns will look and feel like your brand. They’re part of a bigger system, not a design afterthought.

Design Visuals

Here’s where you bring your brand to life. This is where your brand shows up, speaks out, and gets seen.

Design visuals are expressions of your brand identity – how it lives and breathes across every touchpoint.

But great design needs to also work well. Every visual element should serve a purpose: to inform, inspire, convert, reassure, or engage. Form follows function.

Photography

Photography is a huge part of branding. Photography is one of the most powerful (and often underestimated) tools in your brand toolkit.

While logos and colour palettes usually get the spotlight, photography quietly does the heavy lifting. It shapes perception, creates mood, and tells stories faster than words ever could. Yet, it’s one of the most overlooked parts of brand identity.

The truth is, people connect with people. We’re drawn to faces, expressions, real human moments. Whether it's your founder, your team, your customers, or your community – showing real people brings a level of warmth and authenticity that no stock image ever could.

Are your photos light and airy or dark and dramatic? Do they feel candid and human or polished and editorial? Do they focus on faces, objects, environments – or the moments in between?

These choices matter. A lot.

Photography moodboards help you align your photography with your tone of voice, values, and audience expectations. It’s all about strategy.

Don’t leave your photography to chance. Curate it with intention. It’s one of the fastest ways to elevate your brand presence – and one of the most human 📸.

Content & Digital

Social Media Content Ideas

Being present on social media isn’t enough. You need to show up with something worth pausing for.

We’re living in an age where people can’t even make a cup of tea without flicking through TikTok for a bit of inspo. New trends drop daily, but the real challenge? Showing up in a way that feels like you – and that actually makes people care.

Your posts should reflect your brand voice, values, and vibe. Mix it up. Go beyond static images. Think story. Think connection.

Here are some content ideas based on brand types:

📈 If you’re a marketing agency:

Break down campaign wins (bonus points for spicy visuals)
Share hot takes on trends
Start a “brand crush” or “brand roast” series
Pull back the curtain on your creative process (yep, even the messy bits)

💻 If you’re a web design studio:

Show what goes on behind the builds – your people, your playlists, your studio rituals
Highlight tiny UX moments that make a huge difference
Post satisfying before-and-afters
Talk through the thinking behind a design and why you made the choices you did

🛒 If you’re a product-based brand:

Show your product in real life – not just the polished shots
Repost user-generated content and celebrate your community
Share the journey from sketch to shelf – it makes people care more
Explain the why behind your packaging, materials, and those little details

Website Visual Ideas

Your website should feel like a natural extension of your brand. Clean navigation, strong messaging, and a layout that gently guides visitors from “Hmm, interesting” to “Yep, I’m in.”

But here’s what so many brands miss: personality 🕺.

We see loads of sites that are beautifully designed, but totally faceless. And the truth is people want to see the people behind the brand. Whether it’s a Meet the Team page, behind-the-scenes photos, or even casual snaps of your team in action planted across the site, trust us … it makes a massive difference.

You’re not just selling a product or service. You’re asking people to trust you. And nothing builds trust faster than real faces and real stories.

Another big one? Image or video testimonials. Social proof is gold. Seeing real customers talk about your brand – what they loved, how it helped – adds credibility and makes everything feel more grounded. Bonus points if it’s filmed casually and feels authentic, not scripted.

In short: make it feel like there’s someone real behind the screen. Because that’s what people connect with. Always.

Final Thoughts

Yeah, we know, it’s a lot 😅. If your head feels like it’s currently sitting in the bin, you’re not alone 😂.

Branding has a lot of moving parts, but when they all work together you start building all the good stuff: trust, loyalty, connection… and a brand that actually feels like you.

At Genesis Creative, we live and breathe this stuff. Whether you need help with brand identity, graphic design, print design, or social media – we’re here for it.

So if you’re feeling stuck, need a second opinion, or just want to pick our brains – we’re all ears 👂.

Give us a shout 🖤.