Bonding – connection between customer and brand, the result of a shared identity hook.
Identity Hooks – personal experiences and beliefs, hopes and fears, fascinations and flaws that make you who you are.
Genesis Story – the backstory of the origin of a character or group, revealing their motives and providing insight into quirks and eccentricities.
AdSpeak – anything the customer interprets as “blah, blah, blah.”
Unique Selling Proposition – a desirable trait available only from a single source, allowing marketers to claim, “If you want this characteristic, you have to buy from us.”
Auditory Style Guide – signature sounds that help to identify a brand.
Linguistic Style Guide – signature phrasing that helps to identify a brand; sentence structure, verb choices, sequence anomalies and brandable chunks.
Visual Style Guide – the consistent use of a logo, a color palette, a font, a style of photography or graphics and/or signature proportions in layout that help to identify a brand.
Sword in the Stone – a non-negotiable defining characteristic.
North Star – your purpose, your guiding light, your impossible dream.