Lists of accessible definitions of business jargon to help you keep from being overwhelmed as you go through the process of branding and marketing.
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- Above the fold: Refers to content visible in a browser’s initial viewpoint.
- Affiliate marketing: The practice of a website publishing promotional content for a business, with the business then rewarding the affiliate for delivering visitors or customers via this content.
- ALT text: Gives more information for crawlers like Googlebot to understand and correctly categorize your content.
- Ambassador: A representative of the company. Typically, a person with influence.
- Anchor text: Clickable words in website content to which hyperlinks are attached.
- Authorship: Google introduced this term to help web writers get credit for their online content.
- Awareness: Familiarity of your business, products or services.
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- Backlink Profile: Google evaluation and grade sites which makes up their profile.
- Banner Ads: Visual tool to attract converting audiences to your website.
- Bing SEO: SEO tools and insights that helps improve visibility on Microsoft search engine.
- Bounce rate: Metric that communicates the percentage of people that leaves your website after only one page view.
- Business to business (B2B) marketing: Techniques and practices used by companies with products or services sold to other businesses.
- Business to consumer (B2C) marketing: Techniques and practices that will inspire sales from individual consumers.
- Brand: Tangible and intangible attributes combined to create value and influence in the market.
- Brand Architecture: Organizational system that defines how a company’s individual brands relate to one another.
- Brand Equity: The value of a brand’s financial and non-financial assets measured by its quality of public awareness and influence.
- Brand Experience: All interactions with or involving a brand.
- Brand Extension: Leveraging your value to enter into new markets.
- Brand Harmonization: Clear and consistent identity for all items that make up the brand.
- Brand identity: Combination of items helps present the brand and relay the branding message. Think company name, logo, tagline, stationary, website, products, etc.
- Brand image: Perception of your business.
- Brand management: A continued analysis and execution of all techniques utilized to maximize the value of the brand over time.
- Brand messaging: Communicates what the business is all about and what makes them unique in the market.
- Brand personality: The traits to drive the connection the customers have with your brand (like human personality traits).
- Brand positioning: The distinctive space that a brand occupies in its competitive arena to ensure that consumers can recognize and elect the brand over others.
- Branding: Mixing your tangible and intangible attributes together and leaving a compelling impression in the market.
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- Call to action: Options strategically placed on webpages aimed at compelling a prospect to convert.
- Clickthrough rate: Metric used to measure the percentage of website visitors that click on a specific link.
- Conversion rate: The percentage of visitors who take the desired action.
- Co-branding: Using multiple brand names in support of a new product, service or venture.
- Collateral: Refers to any type of marketing material. Not just printed materials think digital as well.
- Culture: The unique set of beliefs, customs, way of thinking and standards of behavior/work each company has.
- Customer service: The way you treat your provide support to your customers. This is an important part of the customer experience that can make or break your business reputation.
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- Deep linking: Hyperlinks that bring site visitors and search crawlers from entry pages to valuable (deep) content pages on a website.
- Differentiation: The process of researching, identifying and marketing unique characteristics of a brand, as compared to those of its competitors.
- Disavow tool: Google’s Disavow tool helps disassociate domains from spammy websites that refuses to remove low-grade backlinks from their pages.
- Dwell time: The amount of time visitors spends on a website.
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- Email marketing: Form of digital marketing that reaches businesses existing or prospective customers via their email.
- Endorsed brand: A product or service that is supported by a Master-brand. (Kellogg’s – Frosted flakes)
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- Facebook marketing: A mainstream social strategy to grow your brand locally or globally.
- Freshness Algorithm: Google’s algorithm that rewards sites with fresh up to date content.
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- Google panda: Algorithm aimed to promote high-quality content in search results.
- Google Penguin: Algorithm aimed to prevent web-spam tactics such as keyword stuffing and shallow link schemes.
- Guidelines: List of requirements and rules to follow.
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- Identity: All the unique attributes that defines a company, name, logo, tagline, business card, products, etc.
- Image: How a brand is perceived by its target audience.
- Inbound link: Any link that directs audiences back to a website.
- Infographic marketing: Leveraging the visual content to demonstrate a company’s thought leadership in its industry in a more engaging, interactive way.
- Infographics: Well-researched content and/or thoroughly considered copy that convey visual narratives.
- Intangibles: Things that can’t be physically felt but still help make up the business.
- Integrated marketing: Leveraging several web channels with the goal of boosting the overall web presence and nurturing leads.
- Internal linking: Links that help direct visitors and search crawlers to different pages within the website.
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- Keyword: Describes website content and caters to searches.
- Keyword density: The ration of keywords to overall words used in a websites content.
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- Landing Page: Any page that a visitor lands on after clicking a link.
- Link building: The process of generating links back to a business’ website throughout the web.
- Logo: Design or symbol that represents the company.
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- Market leaders: A company that has achieved a dominant position, either in scale or influence, within its field.
- Market Share: A company’s share of total sales of a given category of product in a given market.
- Marketing: Creating awareness and interest in your company.
- Masterbrand: A brand that dominated all products or services in a range across a business.
- Meta tags: Machine-readable HTML elements that provide additional context to web pages, such as descriptions and sharing details.
- Mission statement: The overall goals of the organization.
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- Native advertising: The practice of disguising promotional media as organic web content.
- Newsletter marketing: Method of marketing used to keep existing and prospective customers updated on new products, services and other trends happening within their company or industry.
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- Organic Search: Searches that are the result of searches that aren’t paid search ads.
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- Parent Brand: A brand that acts as an endorsement to one or more sub-brands.
- Personality: Any identifying factors about a company specifically related to how it interacts with the public.
- Positioning statement: A written description of the position that a company wishes its brand to occupy in the minds of consumers.
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- Re-branding: Intensive look at the brand and shift in its identity.
- Responsive design: Websites designed with fluid layouts that display content proportionally across devices.
- Repositioning: Communications activities to give an existing product a new position in customer’s minds.
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- Search algorithm: Defines the process and factors used by a search engine company to rank websites.
- Search Engine Optimization: The process of placing signals within your web pages so that search engines can correctly understand the subject matter.
- Social media analytics: Data that shows you how you traffic responds and behaves as it navigates your content.
- Sub-brand: A product or service brand that had its own name and visual identity to differentiate it from the parent brand.
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- Tagline: Slogan that encompasses the essence of the brand.
- Tangibles: Things that can be physically felt and helps make up the business.
- Target market: Desired customer base.
- Targeting: Identify the audience you are trying to engage with.
- Trademark: A brand name includes any word, name, symbol, device or any combination, used or intended to be used to identify or distinguish the goods/services or one seller or provider from those of others, and to indicate the source of the good/services.
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- Value proposition: What the customers receives when they select your brand over a competitor.
- Video marketing: The latest way to present new content in an engaging way.
- Vision: What will the company look like in the future.
- Visual identity: What a brand looks like, including, among other things, its logo, typography and packaging.
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- Webinars: Seminars broadcasted over the web. Used to educate and communicate with prospects or existing clients.
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- XML sitemap: A list of all the pages hosted by a website. This helps search engine crawlers identify content worth caching.

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