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Denver, CO

Visual identity, Small business branding, Startup branding, Boutique branding agency
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Branding, Brand strategy, Brand design, Logo design,
Expert advice on logo design for startups.
Affordable branding solutions for small businesses,
 How to create a strong brand identity for startups,
 Branding mistakes to avoid for small businesses,
 Case studies on startup branding, digital design,
 DIY branding tips for startups, Effective brand strategies for new businesses, Visual identity trends for small businesses, brand logo
Latest branding trends for small businesses, Success stories in small business branding, graphic designer near me
branding terms



The world of branding is inundated with convoluted terminology and it can be easy for clients and beginners to get lost in the maze of jargon. We created this sub-section to serve as a guide to commonly used terminology in order to establish a common language. 

Please remember this page is updated regularly and the term you may be looking for may not be included (yet).








Value Proposition






Vision & Mision

Your mission and vision statements work together to paint a complete picture of your brand's purpose and aspirations. The mission statement defines your present focus, outlining what you do, who you serve, and the core values that guide your actions. Think of it as your "why" in the present moment. On the other hand, the vision statement describes your long-term ambition, outlining what you want to become in the ideal future state. This is your "what" in the aspirational sense. These statements should be clear, concise, and work together to showcase your brand's unique path.

Brand Essence

Brand essence is the heart and soul of your brand, captured in a few powerful words. It's the core identity that sets you apart from competitors and resonates with your target audience. Think of it as a concise expression of your brand's foundation elements (DNA) - the fundamental values and qualities that guide everything you do.

Brand Promise

This is a specific commitment you make to your customers about what they can expect from your brand. It can encompass various aspects like product quality, customer service experience, or the design of your website.


Brand Personality

These are the human-like traits and characteristics you attribute to your brand. It's about creating an emotional connection with your audience. Imagine your brand as a person with a distinct personality. How would they speak? What are their quirks? Are they playful or sophisticated? These personality traits help people identify and connect with your brand, just like they would with another person.


Stories are the emotional glue that binds your brand to your audience. By weaving narratives – from your brand's origin story to inspiring customer success stories – you create a memorable connection. These relatable narratives help potential clients understand your brand's values and how it can impact their lives.

Message & Tone

A commitment made to consumers about what they can expect from the brand. This can include multiple elements and be expressed across different stages of the client's experience such as "quality" in terms of the product materials and assembly, quality of service, quality of the website as a touchpoint.



Visual elements, the third pillar of our branding strategy, bring your brand to life. Often considered the most eye-catching, they should be the culmination of the first two pillars: Foundation and Expression. Imagine visual elements as the clothing a person wears - they should reflect the person's essence, not the other way around. The creation of the Visual elements is aided by the pervious pillars, cooperating to develop a cohesive and impactful brand identity.

Brandmarks (Logo)

Logo terminology can be confusing, and sometimes even redundant. Let's boil it down to the basics.

  • Wordmark: A logo that only has a word or words (name) which can be stylized or modified. Examples include Coca-Cola, Braun, Chobani.

  • Letterform (Lettermark): A design using one or more letters that represent the company name. Examples include HP, Tesla, Logitech

  • Logomark: Logomarks include pictorial marks and abstract marks. Both are visual representations of the brand in varying degrees of abstraction or specificity. Examples include the Nike swoosh, the Chase hexagon, the Lacoste crocodile.


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