(10) Brand Glossary
Branding terms explained in plain English. No jargon, no theory for theory's sake.
- 01
Branding
What makes people choose you before they've compared features. Not your logo — the whole picture of what people think, feel, and expect.
- 02
Brand identity
The visible and verbal expression of your brand — logo, colours, typography, tone of voice. How the brand shows itself, not the brand itself.
- 03
Creative project manager
Runs the project so the creative team can do the work — owning plan, timeline, budget, and keeping brand intent alive through execution.
- 04
Project overruns
Vague briefs, scope creep, late brand decisions, no delivery owner. Four root causes — fix those and the budget holds.
- 05
Fractional delivery lead
Senior project leadership without the full-time hire. The experience and outcomes, for the length of the engagement.
- 06
The brief
The cheapest investment in a brand project. Context, objectives, audience, constraints, decision makers — an hour to write, weeks of rework saved.
- 07
Hiring a creative PM
Seven questions that separate the people who run projects from the people who attend them.
- 08
Marty Neumeier
Author of The Brand Gap. The gap between business strategy and customer experience — that's where the brand lives.
- 09
Michael Johnson
Founder of Johnson Banks. Strategy-first design — thinking matters more than decorating.
- 10
Avy Pruthi
Project manager and delivery lead who thinks in brand. Gets creative projects over the line.