23 January 2018

Branding and Marketing for Novices – Key terminology explained

If there’s one thing too many designers have in common with lawyers, economists and scientists it’s that they sometimes slip into peer group speak; using jargon, phrases and acronyms that mean nothing to the layman or woman on the street.

Luckily for our clients, Jazzbones believe in the values of plain and simple English. After all, if you can’t communicate clearly with your clients how can you expect to communicate effectively with their target audience? That said, if you’re new to the world of design and marketing the sheer volume of terminology can be a bit scary, so without further ado, here’s a quick guide to some everyday basics.


– a product or group of products that has its own name and is made by one particular company. Marks and Spencer is a company, Per Una is its brand. Ditto Microsoft with Windows, Inditex with Zara, or Johnson & Johnson with Neutrogena.

Brand Identity

– ‘branding’ and ‘brand identity’ are sometimes treated as interchangeable, but that’s not the case. Branding involves the marketing practice of actively developing a distinctive brand. Brand identity is the collection of all brand elements (logo, colours, typefaces, imagery) that the company creates to portray the right image of itself to the consumer.


– a symbol that represents an organization or company, used for example in its advertisements or on its products. Think of Apple’s er, apple, Shell’s er, shell, Nike’s swoosh, McDonald’s arches, Adidas’ stripes, or Lacoste’s crocodile.

Digital marketing

– the marketing of products or services using digital technologies, mainly on the internet (online marketing), but also including mobile phones, display advertising, and any other digital medium.


– The Unique Selling Proposition is what sets your products and/or services apart from your competitors. Expressed as a single sentence that summarizes the essence of your business, the USP serves as the theme of your marketing. The question the USP answers for your customers is, ‘Why buy yours instead of the others'?.

Social Media

– new technology platforms such as Facebook, Twitter, Whatsapp, Snapchat, Instagram, etc. that allow people to interact on the Web or using mobile phones.

Viral Marketing

– a type of marketing in which an organisation’s customers advertise a product simply by talking to other people about it. Getting your customers to ‘like’ and ‘share’ your Social Media posts is a great example of effective Viral Marketing.


– basically all the original writing your company generates, from the words you use on websites, to the words in advertisements, catalogues, direct mail, billboards or internal communications.


– any type of commercial transaction that involves the transfer of information across the Internet. It covers a range of different types of businesses, from consumer based retail sites (Amazon, eBay) to business exchanges trading goods and services between corporations.

Strategic Marketing 

– a type of marketing that involves planning and communications across multiple platforms to achieve long-term goals; as opposed to a one-off piece of communication (e.g. an advertisement) that is launched in isolation with just short-term returns in mind.


– the particular features of your target audience, for example people’s age, gender, race, location, economic status.

Content Management System (CMS)

– a software application or set of related programs that are used to create and manage digital content. For example, CMS will provide the foundations for your company website.

Behind all the terminology lies a very special skill set ... and we’ve got it! Jazzbones’ experienced designers and creatives will take care of the branding, digital marketing, Social Media, ecommerce, etc. so that you can get on with doing what you do best - whether that’s manufacturing a product, providing a service, or running a charity.

Nathan Sandhu portrait

Nathan Sandhu 
Creative Director

To talk to us about your branding or design brief, give us a call on 01793 847300 – we’d love to show you round the Jazzbones studio and talk business (in your language)!