Brand Attributes
Brand attributes are the characteristics and features that shape how the audience perceives a brand.
Simply put:
the qualities and associations people connect with the brand
Types of brand attributes
- Visual attributes
- logo
- brand colors
- fonts
- packaging
- design style
- Emotional attributes
- reliability
- freedom
- premium quality
- care
- innovativeness
- Functional attributes
- product quality
- convenience
- speed
- technological sophistication
- Communication attributes
- tone of voice
- communication style
- slogan
- positioning
Why brand attributes are needed
They help to:
- build recognition,
- stand out from competitors,
- evoke the right associations,
- create an emotional connection with the audience,
- maintain a consistent brand image.
Example
For a premium brand, attributes might include:
- minimalist design,
- high price,
- a sense of status,
- restrained communication.
How attributes are formed
They are influenced by:
- the product,
- visual style,
- advertising,
- customer experience,
- content and communications,
- company reputation.
Difference from brand values
- Attributes — how the brand is perceived
- Values — what the brand believes in and expresses
Key takeaway
Brand attributes are the set of characteristics and associations that shape the brand’s image in the audience’s mind. They are what make a brand recognizable and different from its competitors.
