Breef Glossary

Merging the words “branding” and “performance”, brandformance is the idea that campaigns can (and should) be designed with the focus of establishing brand identity AND exceeding performance targets — i.e. building campaigns that work smarter across the funnel.

What makes a business memorable — its DNA. A combination of design, mission + other elements to showcase what a brand does, who it serves and why it exists. Those with unique branding have an edge over their competitors.

You guessed it: a tool to help us plan spending and investment accordingly to ensure a company is not over-spending and making a profit. If you don’t have one, you need one.

The process of distributing hard-earned cash to various projects or activities that will positively impact the business. Effective budget allocation will prioritize certain objectives and ensure that resources are used efficiently.

Over or under? The difference between the actual amount spent or earned and its budgeted amount for a time period vs. what was planned. Positive variance means that actual revenue or spending is higher than planned, and vice versa.

Intentional cushion for expenses or revenues in a budget. It can help in a pinch with unexpected expenses or help achieve targets more easily — but it can also lead to misallocation.

A semi-fictional representation of an ideal customer based on research and data.

AKA Connected TV ads — video ads that are delivered via a streaming service while users are watching content. What's the big deal? Most ad platforms weren't built to handle the complexity that effective CTV advertising requires — with advertisers needing the capability to incorporate a combination of contextual placement and audience-based targeting.

Short for customer experience, CX is the overall experience and impression a customer has of your brand after interacting through the buyer journey.

A prompt encouraging users to take a specific action.

Owned by TikTok’s parent company ByteDance, CapCut is a video editing app with easy-to-use templates. In recent months, CapCut templates have been blowing up on TikTok, and we can’t get enough!

A brand that disrupts an industry — forcing larger players in the space to shift the way they do business.

The combination of channels a brand or company uses to communicate their messaging to their audience.

The percentage of customers who stop using a product or service.

The percentage of people who click on an ad or link.

Can’t have a brand without it. The goal of building community not only fosters brand loyalty, but gives you the opportunity to tap into the perspective of the people that matter most — your customers! P.S. We LOVE our Breef community!

A full-time job — literally. Building + growing an authentic online community around a brand or a cause. This community usually comprises customers, partners and even employees. TL;DR: Community is crucial when prioritizing brand transparency + authenticity.

Evaluating competitors’ strategies, strengths, and weaknesses.

Creating and sharing valuable content to attract customers.

The idea that there is more content being created than humans are able to consume, i.e. people simply can't absorb past a certain amount of information. This is where quality vs. quantity comes into play — make sure what you're putting out is memorable!

Planning and managing content to achieve business goals.

Content studios produce promotional and informational material tied to a brand's vision and story. Content might include videos, short films and virtual reality, among other media.

Getting your customer to do something...most of the time a sale (that makes you money). In short, it’s driving consumers to respond to your call-to-action.

This year, Google Chrome is phasing out third-party cookies — resulting in marketers scrambling to identify alternative data solutions. The solution rising to the top of discussions? Old-school IP addresses.