Whether you’re launching a new brand or simply looking to refine and evolve an existing one, developing brand attributes is an essential part of building a strong foundation for success. By focusing on the things that make your brand unique and desirable, you can build strong customer loyalty and set yourself apart from the competition.

brand attributes

As you develop and grow your brand, it is important to focus on developing brand attributes that truly reflect who you are as a company or product. At its core, brand attributes encompass the things that make your brand special, unique, and desirable to customers.

There are many different approaches you can take when developing brand attributes. Some of the most common steps include researching your competition, conducting consumer surveys and interviews, brainstorming with your team, and engaging in market analysis.

To get started, it’s a good idea to research what sets your brand apart from others in your industry. This can be done by analyzing the strengths and weaknesses of your competitors, looking at what they do well (and not so well), and identifying areas where you have the potential to excel.

Once you have a better understanding of your brand’s unique selling points, it’s time to start thinking about how you can communicate these attributes to your target audience. This can be done through marketing and advertising campaigns, social media outreach, and even simple interactions with customers and potential customers.

As you work on developing brand attributes, keep in mind that they should be reflective of your company’s core values. These values should guide everything you do, from the way you interact with customers to the products and services you offer. By staying true to your values, you’ll not only attract the right kind of customer, but also build a strong foundation for long-term success.

Developing brand attributes is an ongoing process, and it’s important to regularly revisit and adjust them as needed. As your brand evolves, so too should your attributes, in order to ensure that they remain accurate and relevant.

1. Define your target audience

Before you can brand your business, you need to first understand who your target audience is. This will help determine what kind of messaging and imagery will resonate with them and how you can reach them most effectively.

  • Who are your ideal customers?
  • What are their demographics?
  • What are their needs and wants?
  • What motivates them?
  • How do they like to consume information?

Once you have a good understanding of your target audience, you can start to craft a brand that appeals to them. Keep in mind that your brand should be reflective of your company’s values and mission. It should also be unique, memorable, and consistent across all touchpoints, from your website and social media profiles to your advertisements and marketing materials.

2. Research your competition

One of the most important things to do when starting a business is to research your competition. This will help you better understand what strategies are working for your competitors, as well as any areas where they may be struggling. With this information in hand, you can then begin branding your business and establishing yourself as an industry leader.

There are several ways that you can go about researching your competition. For example, one option is to use online search engines like Google or Bing to look up the websites of competing businesses. By doing so, you can see what kind of content these businesses publish on their sites and get a sense for the tone and style that they tend to use. You can also check out social media profiles for these businesses, to see how they interact with their customers and followers.

Another great way to research your competition is to attend trade shows or events that are relevant to your industry. This will give you an opportunity to meet face-to-face with other business owners and get a first-hand look at what they’re doing to succeed. In addition, talking with other attendees at these events can give you some valuable insights into the challenges and opportunities that your competitors are facing.

Once you’ve gathered all of this information, take some time to analyze it carefully. Doing so will help you develop a clear picture of the competitive landscape and allow you to identify any areas where you may have an advantage. With this knowledge in hand, you can then begin to establish your brand and focus on differentiating yourself from the rest of the pack.

3. Analyze your own strengths and weaknesses

Your strengths and weaknesses are an important part of branding your business. Analyzing both will help you identify what aspects of your brand need improvement, and which areas are doing well.

To start, consider the following questions about your strengths and weaknesses:

What skills do you have that set you apart from your competitors? Are these skills related to the products or services that you offer, or more general in nature?

What problems do you solve for your customers? How does this relate to the products or services that you offer?

What aspects of your business are weaker than others – such as customer service, pricing, marketing efforts, etc.? Do any of these areas also provide opportunities for growth or improvement?

Now, take a look at your overall business goals. Are there any areas where your strengths and weaknesses can be leveraged to achieve these goals? Are there any areas that need improvement in order to help you reach your objectives?

Finally, consider your target audience. How do they perceive your strengths and weaknesses? What do they see as your most valuable assets, and what do they think needs improvement?

4. Identify your brand’s unique selling proposition 

Your unique selling proposition is the one thing that makes your business stand out from the competition and attract new customers. To successfully brand your business, it’s important to analyze your unique selling proposition and use it to craft an effective marketing strategy.

The first step in analyzing your unique selling proposition is to understand what sets you apart from other businesses in your industry. What are the key features or benefits of your products or services? Do you offer faster delivery times than competitors, higher-quality products at a lower cost, or better customer service? Once you’ve identified these factors, you can begin using them in your marketing materials and campaigns.

5. Develop your brand name, logo, and tagline

Developing a logo and tagline is an important part of branding your business. A well-designed logo can help you attract customers and set yourself apart from your competitors, while a strong tagline expresses the essence of your brand in only a few words.

Consider what values, traits, or qualities you want your business to be associated with. Your logo and tagline should reflect these aspects of your brand. For example, if you own a tech company that specializes in innovative solutions for complex problems, it might make sense to use sleek design elements such as geometric shapes or fonts that convey a sense of sophistication and intelligence.

Keep it simple. Your logo should be easy to read and understand at a glance, so avoid using too many colors or complicated design elements. Likewise, your tagline should be concise and to the point – no more than a few words long.

Make sure it’s memorable. A good logo and tagline are distinctive and stick in people’s minds. This can be achieved through clever wordplay, an interesting visual design, or both.

Avoid trends. A trendy logo may look dated quickly, so it’s important to choose a timeless design that will stand the test of time.

Test it out. Before finalizing your logo and tagline, ask friends, family members, or colleagues to give you their honest feedback. If they can easily recall your brand’s identity after seeing it only once or twice, then you know that you’ve created something successful.

6. Create your brand book

Now that you have your logo, it’s time to start thinking about how you want to brand your business. This is where a brand book comes in handy. A brand book is essentially a guidelines document that outlines how you want your brand to be portrayed. It should include everything from your mission statement and core values to your color palette and typography choices.

Creating a strong brand identity is essential for any business, big or small. But it can be a lot of work, especially if you’re starting from scratch. That’s why having a brand book can be such a valuable asset. Not only does it make the process of branding your business much easier, but it also helps to ensure that everyone involved (from employees to contractors) is presenting your brand in the same way.

Start by clearly defining your company’s mission and values. What is it that you stand for? What are your goals? How do you want people to feel when they interact with your business? These are all questions that should be included in your brand book.

Be sure to include all of the different versions of your logo (color, black and white, etc.) in your brand book so that everyone knows how to use it correctly.

Choose a color palette and typography scheme that represents your brand. Once you have your logo, it’s time to start thinking about the other visuals that will make up your brand identity. Your color palette should be cohesive and reflect the overall tone of your business. The same goes for your typography choices – they should be easy to read and consistent across all of your marketing materials.

Develop guidelines for using your brand assets. This is where you’ll outline how and when to use your logo, colors, and fonts. Be sure to include specific instructions for different situations (e.g., social media, print collateral, website, etc.).

Put it all together in a cohesive document. Once you have all of the above elements, it’s time to start putting your brand book together. Be sure to use clear and concise language so that everyone involved understands what is expected of them. It’s also a good idea to include visual examples wherever possible.

7. Write your brand story

At the heart of every successful business lies a strong brand story – one that captures the essence of what your company stands for, resonates with your target audience, and helps you stand out from the crowd. Whether you’re a startup just getting off the ground or an established company looking to refresh your image, crafting a compelling brand story is key to building lasting success.

There are many different approaches to building a powerful brand story, each tailored to suit the specific needs and goals of your business. Some common strategies include telling the story of how your company was founded and highlighting its mission and values, sharing rich narratives about customers who have been positively impacted by your products or services; and showcasing the unique skills and expertise of your team members.

At the end of the day, the key to crafting a compelling brand story is to stay true to your core values and be authentic in everything you do. By approaching storytelling with thoughtfulness and creativity, you can build an enduring brand that truly resonates with your target audience – and helps your business thrive for years to come.

Once you have identified your brand attributes (and we can help), it’s important to incorporate them into all aspects of your marketing, from your website and social media presence to the way you interact with customers. By doing this, you’ll create a consistent message that will help people remember your brand and what it stands for.

A global team of digerati with offices in Washington, D.C. and Southern California, we provide digital strategy, digital marketing, web design, and creative for brands you know and nonprofits you love.
Stay up to date with our insights by following us on Twitter, Facebook, and LinkedIn.