A brand ambassador is the ‘face’ of your brand. It will usually be someone recognisable as this encourages consumers to connect with your brand. The brand ambassador could be your CEO, paid affiliates or a celebrity who endorses you. Often there will be multiple. Similar to personality, it humanises your brand which makes it easier for people to connect  and improves likability. 

Carl Jung’s theory of branding is that humans will use symbolism to understand larger concepts. He proposed that there’s twelve different brand archetypes that every brand will fit into. The twelve types are: The Innocent, The Everyman, The Hero, The Rebel, The Explorer, The Creator, The Ruler, The Magician, The Lover, The Caregiver, The Jester, and The Sage. Each have a different personality and relationship with the audience based on the brands personal attributes. 

It is important that your customers can spot your brand within a crowded market. Their awareness of who you are and what you do will encourage them to make purchases from you regularly. Brand awareness also builds trust as you are known by the public, more awareness means that you are reliable. 

When a brand is expanding into a new market, they can use their pre-existing brand to market any new product or service. This means that when expanding, there’s already awareness and a built-in audience. Any customer loyalty can transfer over, even if the product or service is different from what you usually provide. 

Brand identity describes your brand as a whole. It is how your business presents itself to the general public, how you want to be perceived. It includes the physical attributes of your identity as well as personality. The physical attributes will include your logo, brand colours, fonts, etc. Your brand identity will appeal to your target audience. 

Brand management is the creation and maintenance of your brand. The tangible elements of this would be brand and styling guides, packaging, colour palette, anything appearance related. Non-tangible covers personality, tone and customer perception. All of this needs to be established when starting a new business and then managed continuously so that everything is coherent. 

Whatever products or services you provide will indirectly take a stance on topics within our culture. Brand message is the values that you hold and the stance you take on social, economic ad political issues. For example, a zero-waste food store’s brand message will be eco-friendly, while an oil drilling company’s won't. It’s a way to stand out from your competition and show what you stand for, which ultimately will appeal or put off certain customers. 

Personality is part of your full brand identity. The tone, morals and social standpoint your brand takes when presenting to the public. Personality describes the human attributes you have and aims to connect to people. Something for them to relate to. 

The long-term plan that a brand will follow to maintain and develop its brand identity. It can be followed and referred to during any form of marketing to ensure that you are putting out the right image and message. 

The use of two or more brands, working together to promote a product or service. Clothing lines will often use co-branding, this helps the individual brands expand into new markets or reach a new audience within their market. If a consumer is loyal to a brand, they are more likely to trust any other brands that it collaborates with. 

Rebranding is the change of a brands identity. This can be smaller changes such as logo redesigns, or complete redesigns of a brands appearance and personality. A great example of this is McDonalds, who has gone from being a children’s restaurant to an all-around and accessible fast-food location. 

Your tagline is your brands message simplified into one sentence. It captures the brands energy, goals, personality and identity in an easy to consume way. It is memorable association between marketing and the brand itself.