Brand Attributes: Definition, Benefits & Examples
Brand attributes are the specific characteristics and qualities of your brand that resonate with your customers and elicit an emotional response. Brand attributes must be clearly defined, consistent, and well communicated. When your brand attributes are easily identifiable, your customers connect with your brand, remember it, and engage with it.
The market is flooded with many brands competing for customers’ attention. Not to mention, customers’ attention is short and fleeting. In a sea of choices, how can you ensure your brand sticks in the mind of your customers?
The challenge is not just making a strong first impression on your customers, but also how to make that impression last. How do you open the door for customers to grow a relationship with your brand?
The key is in your brand attributes.
What Are Brand Attributes?
Brand attributes are a collection of characteristics that define your brand’s personality, value, and culture. Simply put, think of your brand as a person and the brand attributes are the adjectives you would use to describe who that person is. Each person is unique and possesses a range of characteristics, and so does your brand. Your attributes distinguish you from your peers just as a brand’s attributes set them apart from its competition in the market.
Customers are drawn to brands that have attributes they can resonate with emotionally and mentally. When customers choose a brand, they are basically affirming an aspect of their personality that they see in the brand.
Why Are Brand Attributes Important?
Knowing your brand’s attributes helps you manage your brand’s market positioning. When your brand attributes are clearly identified, you can effectively align them with your brand’s values, objectives, and mission. Once you’ve connected your brand attributes with your company’s goals, you can then outline your marketing strategies using the appropriate promotional tools.
Strong brand attributes can promote global brand recognition and foster a lasting relationship with your customers. Ultimately, your goal is to grow this relationship to generate profit and strengthen your market presence.
Defining your brand attributes and clearly communicating them will also help you better track responses in your target market. This information is vital in determining which new services to offer in the future.
Determining Your Brand’s Attributes
Here are some quick tips to help you identify your brand attributes.
1. Identify words that best describe your brand
Know what your brand is all about. What are its characteristics, core values, objectives? What is the company culture? If your brand is a person, how would you describe that person?
Be honest in describing your brand. Do not exclude negative traits especially when they are accurate. Knowing your brand’s negative traits allows you to determine which traits you need to work on.
2. Know your customer
Think about your target market. Who are they? What are they like? What are their preferences? What’s their lifestyle? Knowing who your customers are can help you sharpen your brand’s personality and image. When you know your market you can better communicate with them. Use templates like the one below from SuperOffice to map your ideal customer profile.
Once you know your customer profile, identify characteristics that align with their interests and values. Again, remember that customers are drawn to brands whose attributes they can personally relate to.
3. Use analogies
Describe your brand by comparing it to something else. How is your brand similar to these things? What characteristics does your brand share with them? Think about how to complete this sentence: My brand is like ______________..
4. Know what separates your brand from the competition
What is it about your brand that makes it stand out from the others in your niche? Brand attributes are an easy way to differentiate your brand from competitors in your market.
5. Study the emotional responses your brand evokes
What emotions do your customers feel toward or associate with your brand? Are these the responses that you want your customers to feel towards your brand? Some brands might benefit from focus groups to better understand how they are perceived by their customer base.
What Attributes Make a Strong Brand?
A strong brand has several attributes that make it stand out:
How essential is your brand to your customers’ way of life? A strong brand meets the needs and expectations of its customers.
Despite the changing business environment and stiffer market competition, how is your brand able to maintain quality across all of your products and services? Customers need to trust that the quality you offer remains the same throughout.
Is your brand targeting the right market? Have you positioned your brand to reach the customers you truly want to communicate to and engage? Or is your brand talking to everybody but in the end, nobody? A brand that exclusively caters to its target market yields two-way benefits: Brand resources are more efficiently used and the intended customers’ needs are especially met, ensuring repeat business.
Can your brand’s products be improved or updated? Can new related products be introduced? What added value can your brand provide? A sustainable brand comes up with innovative products or solutions as well as fresh marketing concepts and tools.
Is your brand trustworthy? Strong brands deliver what they promise. When a brand is credible their customers know that they can rely on the brand to provide the products and services they expect.
How does your brand inspire your customers? Do your innovations, advertising strategies, promotions, and processes make a positive impact on your customers? A strong brand provides value to its customers’ lives beyond the initial benefits of its products.
What makes your brand special? How are your products and services different from others in your industry? Specifying the unique characteristics of your brand helps your customers choose you from many other competitors.
Brand Attributes Benefit Businesses
Having strong brand attributes is essential in building market recognition and recall. When your customers can identify your brand attributes easily, they can better relate to your brand and will want to engage with it.