These high-level traits or characteristics define your brand—they’re the qualities your audience most associates with your brand.
Brand attributes not only aid in brand recognition and memorability—they also spark emotions in your audience. They can even redefine how your business is perceived by new and existing customers alike. Here’s how defined attributes can improve the performance of your brand, as well as a list of attributes that can inspire your brand’s overall strategy.
Why brand attributes matter
Brand attributes are important because they don’t exist in a vacuum. If you want to push your brand further, you need to actually use these attributes in your marketing strategy—they should impact all the foundational components of your brand, like positioning, visual identity, brand equity and more. How can brand attributes have a measurable impact on your brand?
· Strengthens brand positioning:
Your brand positioning is the unique spot your company occupies not just in the
marketplace, but in the minds of consumers. Use brand attributes to set yourself apart from the competition, so that your company can be perceived as distinct.
· Informs visual identity: Visual identity has a big impact on your brand’s personality. From colors to logos, typography to graphics, brand attributes should inform your visual identity. Think about the overall look and feel of your brand, and how it reflects your mission, vision and values, using brand attributes as your guide.
· Builds brand equity: Brand equity refers to the value of your brand in terms of everything from awareness, engagement, loyalty and perceived quality. For example, when two brands offer essentially the same product, leveraging attributes can build greater levels of brand equity that encourages consumers to choose your brand over the competition.
Brand attribute ideas
No matter what product or service you offer, your brand needs a unique set of attributes that shape your marketing strategy and position your company as distinct from the competition. If you want to define your attributes and need some ideas to get started, here are some of the most resonant attributes used by top brands today:
· High-quality:
True quality can be hard to come by in our hyper-commoditized world. Brands that highlight quality as a key attribute need to deliver top-quality products and services, as well as an overall brand experience that reflects a superior customer experience.
· Sustainable:
In today’s environmentally conscious world, sustainability drives consumers’ purchasing behavior. Consumers take notice of brands that take an earth-friendly approach to everything from visual identity to everyday business practices.
· Dependable: When customers see your brand as dependable, you’re more likely to generate the trust and loyalty that leads to retention. Brands need to “walk the walk” by investing in customer service and prioritizing responsiveness to fully embrace this attribute.
Brand attributes aren’t just nice to have—they’re a crucial component of every successful brand. They’re the driving force behind consistent, cohesive brand experiences that generate customer loyalty and improve sales. Need help defining and acting on your brand’s unique attributes? Say hello to Spin Creative! We’re a branding partner focused on helping you carve out a distinctive space in the minds of your customers, so you can take your company to the next level.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
