on-brand

English

on-brand (comparative more on-brand, superlative most on-brand)

(marketing) Serving the public image which a company seeks to associate with its product.
The use of red and yellow is very on-brand for McDonald's.
- 2010 December 15, David A. Aaker, Brand Relevance: Making Competitors Irrelevant, John Wiley & Sons:
  "The Zipcar Low-Car Diet, a very on-brand promotion that gets people to blog about giving up their cars, fits the lifestyle."
- 2017, "How to Write an On-Brand and Engaging Staff Handbook", TEAMango.com, 23 January.
(idiomatic) Consistent with one's reputation, perhaps to a stereotypical degree.
A Canadian who loves hockey? I guess that's pretty on-brand.
- 2019, Morgan Chalfant and Brett Samuels, "Trump attacks on Vindman trigger backlash", The Hill, 29 October.
  "The attack was on-brand for Trump, who has a well-earned reputation as a counterpuncher when criticized."
- 2020, Kole Musgrove, "Seahawks QB Russell Wilson talks Super Bowl interception during AMA", Seahawkswire.usatoday.com, 31 January.
  "However, Wilson’s response was rather on-brand for the eternally optimistic signal-caller."