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What are Brand Attributes?

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What are Brand Attributes?


Brand attributes are characteristics of your brand. They’re what make it different from the competition in consumers’ eyes. These can be tangible things like a unique design or intangible qualities like personality traits. Brand attributes help set you apart from your competitors and build customer loyalty over time through repeat purchases with added value in each purchase.

Brand attributes are characteristics of your brand.

Brand attributes are characteristics of your brand that make it unique and credible. They can also be considered the traits that define your business and give it its character, regardless of its purpose or industry. We should consider Brand attributes in terms of how they affect your target audience. These include:

  • The kind of experience your customers will have when interacting with you or using your products or services.
  • How this experience is different from what other companies offer (and why).
  • What makes you unique and memorable among competitors in the same field (this may not directly affect price)?
  • How relevant the brand essence and promise are to your core target?
  • The brand’s consistency is a pre-condition to building an iconic image.
  • But also how sustainable the offering is.
  • Purposefulness is an emerging brand characteristic that deals with the ability of the trademarks to show the customers they care about them (e.g., signaling theory)

Your brand should be different from your competitors’ brands.

A brand is a promise that you make to your customers. People choose one product over another and keep coming back for more. Your brand attributes should be different and robust enough to differentiate you from your competitors and consistently sufficient that customers can recognize you no matter where they see or hear about your product or service (which is essential).

Are Apple products technologically different from Google, Android, Samsung, and other competitors? Not at all. Nevertheless, the Apple experience and attributes, that sense of simplicity and coolness, set apart Apple’s perceived equity from all other players in software and consumer electronics.

Likewise, Nike products are top notch as their competitors: however, the brand stands out for its ability to empower and inspire and its inclusiveness (e.g., “if you have a body, you are an athlete”). Nike has a growth mindset it shares with its customers: they like challenges and want to put effort and learn in challenging times.

One of the most important parts of branding is identifying yourself as something unique in the marketplace. What would he say if someone asked someone else what makes them different? What would she say? What value does he provide? Why should I choose him over anyone else?

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You need to know what your competitors are already doing and find a way to stand out.

  • You need to know what your competitors are already doing and find a way to stand out. Volkswagen and BMW are both german cars and share the common heritage of german design. However, VW is unique for its sense of durability and trustworthiness (despite the diesel gate). In contrast, BMW has more profound performance attributes and the pleasure associated with its driving experience.
  • Competitors can be direct or indirect, existing in the same industry as you and in the exact geographic location. They can be indirect, such as companies outside your industry but serve similar types of customers or have similar target audiences.

There are several ways to find out about your competitors’ attributes:

  • First of all, by conducting a mini- audit of their assets:
    • Look at their website and social media accounts. What do they project as important?
    • Read their blog posts and watch how they interact with customers when responding to customer service inquiries on Twitter or Facebook. Are these attributes present in those interactions?
  • The more expensive root includes consumer research, awareness studies, or a brand equity monitor, which is more expensive but includes an unbiased point of view of the customers’ perception.

What are Brand Attributes, and why should they match the customers’ perception?

On one end, it is clear that your will set the attributes you want to use strategically. And your execution should deliver those characteristics. But your brand attributes are what your customers perceive of your marketing efforts. And in marketing, the most challenging aspect is always to walk the talk, ensuring that our execution builds all strategic attributes effectively. The marketing effort usually delivers on one or two attributes at a time, and there is a gap in how people might interpret or translate those efforts. Providing on perception is not a for-sure game: different rituals, cultural biases, and demographic and educational differences might account for consumers interpreting differently the same execution. This is why focus is always essential, and building attributes is a slow and long road, which takes planning one step at a time.

Brand attributes are characteristics of your brand that make it unique. They can be anything: how you treat customers, the quality of your product or service, how much fun you have in marketing—anything that differentiates you from other brands.

For example, if I were to think about what makes Google different than Apple or Microsoft, I would say that Google is a community leader. At the same time, Apple and Microsoft are more focused on design and functionality (at least in terms of their software). This difference is so clear to me that when I look at my phone right now (which runs Android), I am reminded of how much fun Google has had with marketing over the years with its “Do No Evil” slogan and playful homepage designs for April Fools’ Day; these are things Apple doesn’t do very often at all!

So how do you build your brand’s attributes?

1) Do your research.

You can research what other businesses in your field do by visiting their website and social media accounts and reading their blogs. This will give you a good idea of what they do and how they market themselves.

2) Develop a unique positioning

Identify white spaces, areas which are available but are:

  • Relevant to your customers
  • Ownable by your brand
  • Executable by your organization

3) Develop criteria for your execution

Identify how the attributes can become executional elements for your brand. Is simplicity a core attribute of your brand? How does that change your customer experience? Your Brand Voice? How might you amend your advertising strategy and communication plan?

Develop dos and donts criteria to ensure your brand building delivers those attributes at 360 degrees.


The main goal of brand attributes is to differentiate your brand from others. They can be used in all aspects of the marketing process, from developing collateral materials such as brochures, flyers, and direct mail pieces to designing other marketing strategies like ad campaigns or social media posts. By focusing on what makes your brand unique, you’ll be able to create an identity that stands out amongst competitors both online and off!

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