Tagline (or Slogan)
A frequently repeated word, phrase or statement that captures the essence of a brand’s promise. An expression that conveys the most important attribute or benefit that the advertiser wishes to convey.
Unique Selling Proposition (USP)
The driving competitive advantage. (Compare to “Value Proposition” and “Brand Promise.”)
Value Proposition
An analysis and quantified statement of the benefits that consumers can expect. Note: You can have a value proposition that isn’t unique (i.e., a “Unique Selling Proposition.”)
Vision Statement
The goals, dreams and future aspirations of an organization. Vision statements describe what the organization wants to become or accomplish tomorrow, while mission statements define what the organization is getting done today.
Wordmark
A style of logo that uses type only. These logos are involve just color and font, and have no attached symbol or icon. Examples: Coca-Cola, Old Navy.
