How to develop better brand attributes

Brand attributes are characteristics that your audience sees as an inherent part of your business. 

The problem? Most of them are overused, ambiguous or downright boring.

“Professional. Innovative. Customer-centric.”

🥱

Here’s how to ensure you’re selecting brand attributes that align with your mission:

1️⃣ REFLECT YOUR CUSTOMER

Choose qualities that are not only appropriate for your industry, but mirror the characteristics of your target audience.

🧘 A downtown yoga studio may radiate mindfulness, empathy and vulnerability… because their customers are mindful, empathetic and vulnerable.

🧬 An after-school science camp may inspire curiosity, energy and playfulness… because their students are curious, energetic and playful.

2️⃣ DON’T BE VAGUE

Make deliberate choices. This, not that.

Ambitious, not laid back.
Unorthodox, not conventional.
Logical, not impulsive.

Notice the opposite isn’t necessarily bad or wrong; those qualities may serve another brand. Just not yours.

3️⃣ SPEAK HUMAN

The majority of articles on this subject insist that you should assign attributes to your brand as if they were a person.

So don’t try too hard to impress or be clever. Aim for connection.
Appeal to emotions.

⭐️ A brave and hardworking brand.
⭐️ A cheerful and caring brand.
⭐️ An intelligent and resourceful brand.

Above all… be genuine.

Authenticity is contagious.

(And your customers can sense BS from a mile away.)