Brand Growth & Marketing Glossary

AI visibility: How often and how accurately AI assistants mention and recommend a business. Read the full answer.
AI-assisted content: Content where AI handles specific steps, such as transcription or first drafts, and people review and decide. Read the full answer.
Bing Places: Microsoft's business listing service, which feeds Bing search and assistants that rely on it. Read the full answer.
Brand: The set of ideas and feelings people associate with your business: what you're known for, how you look and sound, and the experience customers have. Read the full answer.
Brand consistency: Using the same name, description, look and message everywhere your business appears, so people and machines recognize it. Read the full answer.
Brand growth consulting: Advisory work that diagnoses how a brand is perceived and plans how to grow its reach, trust and demand. Read the full answer.
Brand positioning: The specific place your business occupies in a customer's mind compared with alternatives, usually summed up in one clear sentence. Read the full answer.
Brand strategy: A plan for how a business wants to be known, by whom, and the proof and messages that will get it there. Read the full answer.
Capabilities statement: A one- or two-page document summarizing what a company does, its experience and credentials, often used in commercial bids. Read the full answer.
Case study: A structured story of a real project: the problem, the work and the outcome, used as proof. Read the full answer.
Citation: Any online mention of a business's name, address and phone, such as a directory listing. Read the full answer.
Content calendar: A schedule of what will be published, where and when. Read the full answer.
Content repurposing: Turning one piece of content, like a long video, into several formats such as clips, posts and articles. Read the full answer.
Content ROI: The business return from content relative to its cost, measured through inquiries, sales and other outcomes. Read the full answer.
Content system: A repeatable routine for capturing, editing, approving and publishing content, so it doesn't depend on spare time. Read the full answer.
Email newsletter: A recurring email to subscribers, one of the few channels a business fully owns. Read the full answer.
Engagement: Interactions with content such as likes, comments, shares and saves. Read the full answer.
Founder-led marketing: Marketing in which the founder's voice, face or expertise is the main vehicle for the brand. Read the full answer.
Generative engine optimization (GEO): Making a business easy for AI assistants to find, understand and cite in generated answers. Read the full answer.
Google Business Profile: Google's free business listing that appears in Maps and local search results. Read the full answer.
Hook: The first one to three seconds of a video, designed to make the right viewer keep watching. Read the full answer.
Legacy brand: A brand built to outlast its founder, often in a family business planning for the next generation. Read the full answer.
llms.txt: A plain-text file at a website's root that summarizes the site for large language models. Read the full answer.
Local pack: The group of map listings Google shows at the top of many local searches. Read the full answer.
Local SEO: Improving how a business appears in location-based searches, especially in maps and local results. Read the full answer.
Marketing automation: Software that runs repetitive marketing tasks, such as scheduling or follow-up emails, on rules you set. Read the full answer.
Marketing retainer: An ongoing monthly agreement for marketing services with a defined scope. Read the full answer.
Media consultant: An advisor who helps a business decide what media to create, where to publish it and how it supports business goals. Read the full answer.
Media development consulting: Consulting that plans a business's media presence and builds the systems to produce it, combining strategy with execution. Read the full answer.
NAP consistency: Keeping your business Name, Address and Phone identical across listings and directories. Read the full answer.
Organic reach: People who see your content without paid promotion. Read the full answer.
Paid social: Advertising on social platforms, where you pay to put content in front of chosen audiences. Read the full answer.
Personal brand: The reputation and recognition an individual, often a founder, builds publicly. Read the full answer.
Rebrand: A deliberate change to a business's name, identity or positioning, ideally managed so existing customers come along. Read the full answer.
Retainer vs. project pricing: Two ways to pay for consulting: an ongoing monthly fee or a fixed price for a defined deliverable. Read the full answer.
Schema markup: Structured data added to a web page that tells search engines and AI tools exactly what the page describes. Read the full answer.
SEO: Search engine optimization: making pages easier for search engines to find, understand and rank. Read the full answer.
Service page: A website page focused on one service, written to answer what customers search for. Read the full answer.
Service-area business: A business that serves customers at their location and hides its street address on Google. Read the full answer.
Short-form video: Vertical videos under about a minute, made for Instagram Reels, TikTok, YouTube Shorts and similar feeds. Read the full answer.
Social proof: Evidence from others, such as reviews, testimonials and case studies, that makes new customers more confident. Read the full answer.
Thought leadership: Publishing useful, original perspectives that make a person or business a trusted source in its field. Read the full answer.

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Brand growth and marketing glossary.

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