Brand Attributes are the core values that define the overall nature of the company and represent the essence of the brand. They are the set of unique fundamentals and characteristics that identify the physical, character, and personality traits of the brand in the market and in the minds of the customers. They are on the similar lines that allow us to consistently recognize the identity of an individual.
Brand Attributes helps to portray the brand characteristics of the company and helps in formulating the brand identity. They give an exceptional and distinctive competitive edge to the brand as compared to its arch contemporaries in the industry and as the company marches ahead over a period of time, the attributes are attached to the name and fame of the brand.
Below mentioned are the crucial set of attributes that a brand must possess:
1. Relevance :
It is very important for the brand to formulate an emotional connection with the existing as well as the prospective customers to generate the higher amount sales and profits. And it can be attained when the brand meets and exceeds the expectations of the customers by offering products and services that meet their needs and demands with the objective of quality duly met. The brand should be able to understand and solve the problems of the customers through its offerings of products and services.
2. Consistency :
The brand has to go through the various market cycles that involve the changing business dynamics and the evolving taste of the customers amidst the growing and cutthroat competition, and it is the attribute of consistency that is required that makes it one of the most sought-after brands in the market. It is necessary that the brand is consistent with its product and service offerings meeting the needs and demands of the customers on regular basis as then only the factor of trust gets imbibed in their minds.
3. Proper Positioning :
The marketing and branding teams of the company need to work upon the positioning of the brand that the management and the promoters wish to set in the market and in the minds of the customers. The decision needs to arrive on the fact that if the brand needs to showcased having an objective of offering quality products and services, having affordable prices as compared to the competitors or as a luxury and high-end brand. The brand positioning should be aligned with the offerings, nature, and the objectives of the company and the creative aesthetics should be quite catchy and enticing.
4. Sustainable :
Sustainability is yet another crucial Brand Attribute that a strong brand should possess as in order to survive and thrive in the industry facing the competition from all quarters and the evolving preferences of the customers, the brand needs to come up with the innovative ideas with regards the product and service offerings along with the fresh and novel concepts on the front of marketing and promotional tools.
5. Credibility :
The brand should be looked up to as a credible and trustworthy name in the industry by offering the products and services that not only match the expectations of the customers but also set a new yardstick in the market to match and follow. Also, it should offer the excellent levels of customer service and overall experience at the point of sale plus the after sales services should also be best-in-class to retain the customers and develop long-lasting and fruitful associations with them. Also, the way the brand deals with its vendors, employees, stakeholders, and other business associates reflect a lot about its credibility attribute.
6. Inspiration :
The brand positioning, innovative technologies used in the offerings, and marketing and promotional activities along with the other business operations and facets of the company should work as a source of inspiration for its employees, stakeholders, customers, and contemporaries.
7. Uniqueness :
The Brand Attribute of uniqueness is seldom seen in the brands as many of them offer inspired or run-of-a-mill products or services but there are seldom brands that keep on coming with the unique and novel offerings that make them curate a distinguished identity in the market and in the minds of the customers.
Importance of Brand Attributes:
Having a strong and crucial set of Brand Attributes makes the brand stand apart from the rest of the competition in the market as its offerings are unique in nature, the objective of quality is well met and defined, and it offers the best level of customer service experience.
When the brand has well aligned and defined Brand Attributes, it is easier for the management and the branding department to decide on the brand positioning and how do they want to portray the brand in the market that will form as the identity.
When the Brand Attributes are in place, it is easier to decide on which marketing techniques and promotional tools should be opted to promote the products and services of the company. The targeted marketing and sales activities have to be in tandem with the values, objectives, fundamentals, and attributes of the brand.
The creative artworks and the related copy along with the content can be easily worked upon having a well-defined set of the attributes. All the marketing collaterals and creative’s are planned and designed in accordance with the attributes.
The strong set of Brand Attributes are sure to bring along success and huge profits for the company and it gives the confidence to the management to launch a new line of products and services as the legacy has already been built and there is a strong brand recall factor amongst the existing and prospective customers. Also, the company can explore new and untapped markets with the new set of target audience.
There is also a huge impact on the pricing factor of the products and services by having strong Brand Attributes as the customers have an immense amount of faith and trust in the brand and its offering and hence, the company can demand a premium.
Having a well-defined set of Brand Attributes is a must for the success and business objectives accomplishment of any brand in the market.
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