The Brand Glossary...Learning the ABC's of Branding

Brand Harmony The ideal brand status where all touch points and products that fall under a particular brand have consistency with regards to the name, visual identity and brand positioning across all its markets.

Brand Personality The means to brand differentiation by applying human personality traits (fun-loving, earnest, exciting, conservative, etc.) to it. It is usually accomplished through long-term efforts of achieving brand harmony. These traits demonstrate brand behavior through all touch points, including communication pieces as well as the people who represent the brand—its employees.

Touch Point (also contact point, point of contact) A touch point is any encounter where customers engage with a business to exchange information, provide service, or handle transactions.

Visual Identity Anything with regards to the appearance of the brand that appropriately exhibits the essence of the brand--including, but not limited to, its logo, typography, packaging and marketing materials and elements.