Glossary
Plain-language definitions of the terms used across this site.
B
- Brand ArchetypesBrand archetypes are twelve human character types, such as Sage, Hero and Caregiver, that a brand adopts so it sounds and behaves consistently.
- Brand AuditA brand audit is a review of how a brand is set up and how buyers see it, so gaps can be found before anything is changed.
- Brand IdentityBrand identity is the set of choices you make on purpose and repeat everywhere, so a buyer can tell who you are and what you promise.
- Brand PositioningBrand positioning is the distinct place a brand holds in its buyers' minds, measured against the alternatives those buyers would consider.
- Brand StoryA brand story is a narrative built around the facts, values and feelings of a brand or business.
- Brand VoiceBrand voice is the consistent verbal character you use whenever you communicate: the same personality on your website, in emails, on calls and on stage.
- Business coachA business coach is a professional partner who helps a business owner or leader clarify a business-related goal, examine options, and design actions and accountability.
C
G
K
L
- Landing PageA landing page is a standalone web page where a visitor arrives after clicking an ad, email or link, built to get one action such as registering for a workshop.
- Lead MagnetA lead magnet is a free resource, such as a checklist or template, that a visitor receives only after giving contact details.
M
P
S
- Sales FunnelA sales funnel is the path people take from first noticing what you sell to paying for it, shown as how many people remain at each step.
- Signature ProgramA signature program is a coach's flagship, repeatable offer built on one method, with one client type, a checkable outcome, a fixed length and live support.
- Social proofSocial proof is the tendency to treat what other people do or believe as evidence of the right choice.