How to Identify Your Brand Attributes

An authentic brand leads to trust, which creates loyalty.

To begin developing your brand, brainstorming is key. Focus on simple elements that will help you define your brand and give it direction. Step-by-step, the unique brand style will emerge. Use each element as a building block. A brand does not have to be fully formed overnight, but it does need to be nurtured and maintained.

Let’s take the first step…

BRAND ATTRIBUTES ARE A SET OF CHARACTERISTICS that identify the physical, character, and personality traits of a brand, similar to how we identify individuals.

As an exercise in developing your brand attributes, create a brand attribute wheel as you see in this visual and fill it with your brand traits. Find one-word descriptions of what those traits are or what you’d like them to be. You can even change the 4 categories to fit your needs. This is a helpful, creative way to identify the core characteristics that will aid you in building a foundation. It’s great to look back on this wheel as a reference when reviewing marketing materials. It can help you in the final editing process when you are trying to determine what is missing or what needs cutting.

1. Visual Traits: Think of 3 adjectives that describe the look of your marketing elements such as logo, typography, colors, website, as well as digital & printed materials. If you are embarking on a new venture name 3 adjectives that you want all of your branding elements to personify. Remember that these elements communicate to your customers who you are, what you stand for, and why they should be loyal to you.
2. Core Values: What are the 3 key principles that you want to communicate to your customers. Think about the ideals that you would never compromise on.
3. Benefits: Benefits refer to the added value that your customer gets when they choose you over a competitor. What differentiates you from others in the marketplace. What do you want the customer to recognize you for? Think about what kind of testimonials you’d like to receive. Integrate what brings your customer the most satisfaction.
4. Intentions: Brand Intention is the way a company attempts to construct its identity. Think of 3 ways to describe the purpose that guides your actions. What objectives/goals are you building into your brand elements?

Here is a list of brand personality traits that can help you form your attribute wheel. This is by no means a complete list of attributes. Use this as a starting point to inspire your creative brainstorming. A good idea is to come up with your list of words as long as this one below. Then edit it down to the select few that best describe what your intentions are for your brand. Enjoy the process!

Use this technique to create clear brand values that will resonate with customers. This will allow you to communicate your brand’s personality to customers more effectively.
Think about your brand’s attributes and how you can use them to develop a cohesive brand message. A well-defined brand personality will leave a more memorable impression and consequently lasting brand awareness & loyalty.

We help businesses access “BIG BRAND” BENEFITS by creating a visual identity that’s identifiable, influential, and effective