Branding Definitions.

Branding has its own language, and most of it gets distorted by agencies with a vested interest in keeping it complicated. These branding definitions cut through that. Each entry explains what a term actually means, why it matters to your business, and how it connects to the other moving parts of a coherent brand. Start with the BrandKernel method — the documented core that holds everything else together — or jump to whichever term brought you here.