Brand Attributes portray a company’s brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand. Attributes are developed through images, actions, or presumptions. Brand attributes help in creating brand identity.
A strong brand must have following attributes:
- Relevancy- A strong brand must be relevant. It must meet people’s expectations and should perform the way they want it to. A good job must be done to persuade consumers to buy the product; else inspite of your product being unique, people will not buy it.
- Consistency- A consistent brand signifies what the brand stands for and builds customers trust in brand. A consistent brand is where the company communicates message in a way that does not deviate from the core brand proposition.
- Proper positioning- A strong brand should be positioned so that it makes a place in target audience mind and they prefer it over other brands.
Sustainable- A strong brand makes a business competitive. A sustainable brand drives an organization towards innovation and success. Example of sustainable brand is Marks and Spencer’s.
- Credibility- A strong brand should do what it promises. The way you communicate your brand to the audience/ customers should be realistic. It should not fail to deliver what it promises. Do not exaggerate as customers want to believe in the promises you make to them.
- Inspirational- A strong brand should transcend/ inspire the category it is famous for. For example- Nike transcendent Jersey Polo Shirt.
- Uniqueness- A strong brand should be different and unique. It should set you apart from other competitors in market.
- Appealing- A strong brand should be attractive. Customers should be attracted by the promise you make and by the value you deliver.
Brand Personality / Value Ideas…
- Accountability
- Accuracy
- Achievement
- Acknowledgement
- Adaptability
- Agility
- Altruism
- Appreciation
- Approachability
- Attitude
- Authenticity
- Autonomy
- Balance
- Being the best
- Belonging
- Boldness
- Camaraderie
- Candor
- Certainty
- Challenge
- Change
- Charity
- Cleverness
- Collaboration
- Commitment
- Communication
- Community
- Compassion
- Competition
- Concern for others
- Confidence
- Consistency
- Continuous improvement
- Courage
- Creativity
- Customer Service
- Decisiveness
- Dependability
- Determination
- Dignity
- Diligence
- Directness
- Discipline
- Discretion
- Diversity
- Empathy
- Empowerment
- Encouragement
- Energy
- Enthusiasm
- Equality
- Excellence
- Fairness
- Faith
- Family
- Fearlessness
- Firmness
- Flexibility
- Focus
- Forgiveness
- Freedom
- Frugality
- Fun
- Going the extra mile
- Gratitude
- Growth
- Happiness
- Hard Work
- Honesty
- Honor
- Hope
- Humility
- Humor
- Imagination
- Improvement
- Inclusiveness
- Independence
- Individuality
- Innovation
- Inspiration
- Integrity
- Intelligence
- Intimacy
- Intuition
- Leadership
- Learning
- Making a difference
- Open-mindedness
- Opportunity
- Optimism
- Organization
- Outcome Orientation
- Outstanding Service
- Passion
- Performance
- Perkiness
- Perseverance
- Personal Growth
- Philanthropy
- Pride
- Progress
- Punctuality
- Quality
- Recognition
- Relationships
- Reliability
- Resourcefulness
- Respect
- Responsibility
- Restraint
- Results-oriented
- Risk-Taking
- Sacrifice
- Security
- Self-control
- Self-reliance
- Sensitivity
- Serenity
- Service
- Simplicity
- Sincerity
- Skill
- Solution orientation
- Speed
- Standardization
- Structure
- Success
- Systemization
- Teamwork
- Thoroughness
- Thrift
- Tolerance
- Tradition
- Trust
- Truth
- Understanding
- Unflappability
- Unity
- Vision
- Wellness
- Winning
Wisdom