The Most Important Branding Terms For NZ Business Owners.

Insight – 27/03/2024

Branding is still misunderstood by being reduced to its aesthetic component: visual identity. For many, whether specialists or not, branding is still just about the visual identity – name, logo, design, packaging, etc. Even more so, while the concept of branding and its understanding have evolved enormously over the years, the same old vision of branding is being preached, even by high-level marketers. In summary branding is the perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders’ minds.

A business’s branding is more important than you might think. On the outside, your brand may seem like it consists only of elements such as logos and colors, but your brand is actually the entire identity of your business. Your brand gives you personality.

We’ve compiled a dictionary of branding terms to help you navigate the landscape and prepare the ground for a branding strategy that works for any New Zealand business. Knowing the lingo and branding terms will help you understand what’s relevant for your brand now, and what will become relevant once your brand grows and becomes more mature.



A mix of tangible and intangible attributes, symbolized in a trademark that can be managed to create value for organizations and customers. It is the physical representation of a company’s offerings and values, but can exist subjectively in a person’s mind. This is chiefly influenced by a person’s comparison of the brand promise offered versus their perception, experience, and interaction with an organization, product or service.

Brand ambassador

A brand ambassador is an individual who promotes and represents a brand with the aim of building awareness of the brand among their own target audiences and customers. They’re chosen because the brand believes the appointed Ambassador embodies its values, would connect with its target audience – and the collaboration will tap into the Ambassador’s own network of fans and followers digitally, or offline.


3. Quality content

Good website content should engage visitors and provide them with relevant, valuable information. It should be well-written, concise, and easy to read. The content should be organized in a logical and accessible manner, with clear headings, subheadings, and bullet points. Effective use of images, videos, and infographics can also enhance the overall presentation and appeal of the content.

It is important to ensure that the content is relevant to the website’s target audience, as this will help to keep visitors interested and engaged. Good website content should also be optimized for search engines (SEO) to ensure it ranks highly in search results.

Regularly updating website content with fresh, informative and relevant information helps to keep visitors coming back and builds trust and credibility. Good website content is a crucial component of a successful online presence and can help to increase brand awareness, traffic, and conversion rates.

4. Clear calls to action

A call-to-action or CTA is an image, text, or button that aims to guide the reader through each sales funnel step.

A call to action (CTA) is a crucial element in web design that encourages users to take specific actions on a website. CTAs are frequently displayed through buttons, text links, or graphics that ask a user to perform an action, such as “sign up,” “subscribe,” or “buy now.” Effective CTAs should be clear, concise, and visually prominent to attract users’ attention. The placement of the CTA on a webpage also plays a vital role, as it should be located in a prominent position and aligned with the user’s natural reading flow. Additionally, designers should incorporate a sense of urgency or scarcity to increase the chances of a user taking action, for instance, by placing a limited-time offer on a CTA button. The right CTA can significantly improve website engagement, conversion rates, and customer acquisition.


5. Fast loading speed

Page load time is another important criterion for ranking web pages in their search results. A fast website improves user experience, increases search engine rankings, and decreases the bounce rate.

In today’s quick-paced world, visitors are not willing to wait around for a website that takes too long to load. If your webpage lags behind the competition in terms of speed, it can be disastrous to user experience and might cause customers to seek out other options. To ensure guest satisfaction and keep them coming back, you must provide an expedient loading time on your website.

If you want to have a top-notch website, it’s essential that you invest in quality hosting. Quality hosting is the foundation of accelerated loading speed and will keep your visitors content. That’s why we always advise trusting web designers for their reliable servers. When your site loads quickly, everyone wins!

6. Quality visuals

High-quality visuals play a vital role in web design because they help to create an immediate and lasting impression on website visitors. Quality visuals grab the attention of website visitors, showcase the brand, and convey important information in a quick and easy-to-understand way. One of the keys to creating quality visuals in web design is to choose images that are relevant, high-resolution, and professional-looking. Additionally, incorporating a consistent color scheme, typography, and design elements that align with the brand’s message and values will ensure that the website is visually cohesive and memorable. A visually compelling website helps increase engagement, improves user experience, and can ultimately lead to higher conversion rates. Thus, it is important to invest in high-quality visuals throughout the web design process to creating a great user experience and engaging visitors.

Most exemplary sites incorporate quality visuals to improve the website’s overall appearance and user experience. It’s best to avoid using stock images as it will make your site appear mediocre and unprofessional.

Instead, site owners should use original, high-quality images relevant to their website and align with their branding and messaging.

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