create brand attributes, dna strand

7 Ways That Help You Create Brand Attributes.

Why Create Brand Attributes.?

So, why should we bother to create brand attributes? The importance of crafting and nurturing effective brand attributes cannot be overstated. Well crafted, effective brand attributes serve as the chief guide for your business. They should underpin every strategic decision, marketing campaign, and customer interaction. Along with your company vision and culture statement, brand attributes should influence and guide your company’s long-term brand position.

How To Define to Create Brand Attributes.

Well, defining your brand attributes can’t exactly guarantee customer satisfaction or referrals. But it certainly can help you cultivate a consistent brand and solidify your brand positioning in a sea of competitors

Connect With Your Core Values.

We’ve already seen evidence for how values can translate into brand attributes. It’s important to tap into your company’s foundational values since these can help inform several attributes. Examples of values-based brand attributes could be:

  • Charitable.
  • Open-minded.
  • Compassionate.

Consider Your Company Culture.

The type of culture you promote at your organization can carry over into the brand image you project. Depending on what happens behind the scenes and what qualities you try to bring out in your team members, you might choose a culture-inspired attribute like:

  • Curious.
  • Traditional.
  • Ambitious.

Know What Sets Your Brand Apart

Your unique selling proposition can say a lot about the attributes you want to embed in your brand. Looking at how your products and services, and the value you provide, differ from competitors can lead you to attributes such as:

  • Sustainable.
  • Efficient.
  • Tropical.

Look at Your Target Customer’s Attributes.

As we saw with the earlier case study, customers are drawn to brands that share similar qualities with them. If you know who your ideal customer is and what they’re like, you could embrace an attribute like one of these examples:

  • Family oriented.
  • Rebellious.
  • Intelligent.

Tap Into the Emotional Side of the Brand Experience.

Consider what emotions your target customer experiences before finding your company — for instance, how they feel when going through specific pain points and challenges. Also, think about what emotions you want to bring out during the brand experience with your goods or services. This can lead you to identify brand attributes such as:

  • Empathetic.
  • Intuitive.
  • Optimistic.

Get To Know Your Brand Using Analogies.

Is your brand more like a comforting bowl of soup or an exhilarating race car? Choosing your top attributes is often easier if you liken your brand to something else. Once you get your imagination going, you could assign attributes to your brand like:

  • Warm.
  • Down-to-earth.
  • Sleek.

Translate Your Findings Into Your Brand Visuals and Voice

To move forward and build a successful brand, it’s critical that you capture everything you know about your attributes in your brand guidelines. This will involve choosing visual elements and a tone of voice that convey the attributes you’ve selected.


Remember that building a brand strategy from these attributes isn’t just about picking some words. Your brand is the closest thing you have to a living, breathing representation of your business. It will morph and grow, and it will probably come up against some resistance. But being intentional about using your attributes as a guiding light will help you bring out the best in your brand.

Final Thoughts.

To move forward and build a successful brand, it’s critical that you capture everything you know about your attributes in your brand guidelines. This will involve choosing visual elements and a tone of voice that convey the attributes you’ve selected.


Remember that building a brand strategy from these attributes isn’t just about picking some words. Your brand is the closest thing you have to a living, breathing representation of your business. It will morph and grow, and it will probably come up against some resistance. But being intentional about using your attributes as a guiding light will help you bring out the best in your brand.

Brand Attributes FAQs.

IF YOU WANT TO To
Improve YOUR Business

WE ARE PROFESSIONAL
MANAGEMENT CONSULTANTS

IMPROVING YOUR
BUSINESS IS WHAT WE DO

If We Don't, You Don't Pay Us.

Zero Spam
Drops Monthly

Get The Useful Newsletter