When you think about the brand of your cell phone or your favorite pair of sneakers, what comes to mind? It could be trust, quality or innovation, for example. The fact is that reactions do not happen by chance, as they are generated from the work of building brand attributes transmitted, including through Digital Marketing.
These characteristics are essential to ensure that brands are not just companies that offer products or services. They shape the perception that consumers have of the business and even affect the relationship with the public.
Want to find out how to define and apply brand attributes? Keep reading and find out!
What are brand attributes?
Brand attributes are the characteristics and qualities that define how a brand is perceived by the public. You can think of these attributes as “personality traits” applied to the business context.
These attributes include the values, personality and promises that the brand makes to its audience. Defining them properly is essential because they have strategic importance for the business, as they help to create a clear and differentiated identity in the market.
From this construction, it is possible to attract customers who identify with the brand’s values and proposal. By capturing the right leads, it is possible to increase the conversion rate and loyalty.
Good examples of brands that work on these characteristics are Apple and Coca-Cola, to the point where their attributes are immediately recognized by the market. While Coca-Cola is linked to happiness and tradition, Apple highlights attributes such as innovation and design.
In general, attributes affect how consumers perceive a brand and how they make decisions, did you know? This happens because emotional perception is directly impacted, which brings the public closer to or further away from the business.
Brand values or attributes?
Despite being related concepts, brand attributes and values have distinct meanings. As such, they also affect the public’s perception of the brand differently.
In this sense, brand values are the principles that define the brand’s behavior and positioning. They are like a kind of compass to indicate how the brand should act, which projects it should get involved with and what it effectively stands for.
Brand attributes are characteristics that are more easily perceived and are divided into functional attributes and emotional attributes.
Functional attributes are related to practical and objective aspects, such as quality and price. Functional attributes involve the subjective perception transmitted from the brand to the market and which influences how people feel. These include trust, innovation and exclusivity.
So it’s as if the brand values were the theoretical part and the attributes were the manifestation of these values in practice.
How to identify and define a brand’s attributes?
Do you really know how your audience feels about your brand? If you’re having trouble answering this question, you probably lack clarity about what your brand’s attributes are.
To take full advantage of these characteristics, it is necessary to understand how to define and identify brand attributes. Continue reading and see the tips I have put together!
Target audience analysis
Since attributes are directly linked to people’s perception, it makes sense that the first step to defining them is to understand the target audience, right?
By understanding who is on the other side, it becomes easier to create an appropriate message that truly connects with people. Therefore, it is essential to use tools such as surveys, interviews and data analysis resources.
Talk to customers, listen to what people are saying, and delve into customer expectations, preferences, and needs. This way, it’s easier to identify which attributes resonate with customers.
Consider the case of a luxury brand. If the public values being unique and is frustrated by the short lifespan of items, for example, the most important attributes may be the exclusivity and quality of the products.
Branding Exercises
In addition to evaluating the characteristics of the target audience, another interesting way to define brand attributes is by carrying out branding exercises. One suggestion is to create a persona for the brand, transforming the company into a person.
From there, you need to ask yourself how the brand would speak, how it would behave and what its main characteristics would be. By bringing the brand to life, it is easier to identify its true attributes and define the essence of the brand.
It is also important to establish what the key values are. More than understanding the behavioral guidelines, this is the time to know what the most important points are for the business and what guides all decisions.
We call these activities Branding exercises because all of these characteristics and information identified contribute to building the brand. Therefore, it is essential to be clear about these points in order to work on them in the best way.
Competition study
I also recommend studying your competition to define your brand attributes. From this assessment, you can identify how other brands position themselves, what attributes they work on, and how the public perceives other businesses in your sector.
SWOT analysis is also a way to identify the strengths and weaknesses of competitors, as well as opportunities to stand out in the eyes of the public. It may be interesting to work on an attribute that is desired by the public but is not addressed by any competitor.
Furthermore, it is possible to identify attributes that should not be highlighted. If all competitors position themselves based on price or variety, it may make more sense to focus on high-quality service or market experience, for example.
At the same time, this does not mean defining the entire strategy based solely on competitors. This should be a supporting element to obtain more information, without ignoring components such as target audience research and branding exercises.
How to apply attributes in brand communication?
Now that you know how to identify and define brand attributes, it’s time to incorporate them into your brand communication. This is a way to truly connect with your audience and convey the right message to them.
To achieve this, it is essential to maintain consistency in communication. The attributes must be part of the brand’s daily communication, from design to marketing campaigns, social media presence and customer service. It is like having an orchestra in harmony, instead of each instrument following a rhythm.
One successful example of this is Airbnb. Among the attributes consistently communicated are “belonging” and “connection.” These concepts appear frequently in advertising campaigns and even in the user experience.
In this way, the brand is able to reinforce the message that using the service does not just mean booking accommodation. The idea is that you can find a home anywhere in the world.
The fact is that strong branding is recognized by its cohesion. Therefore, it is essential to keep communication planning aligned with the attributes at all points of contact with the customer. This way, it is possible to strengthen the brand identity and create a relationship of trust.
Brand management strategies
As the market is constantly changing, brand management strategies need to be adapted to keep up with this evolution. A clear example is Netflix, which adapts its innovation attribute as the market advances.
The company initially innovated by offering a DVD rental service by mail. With the popularization of the internet, physical media gave way to streaming. And as this sector advances, the company continues to innovate.
Another good example is Duolingo, which communicates with personality and based on memes across its different platforms. This allows them to connect with a younger or more connected audience, sparking interest in language learning.
The fact is that adaptation in brand management is essential for consolidation and growth in the market. This makes it easier to succeed in a competitive scenario.
Examples of brand attributes and their influence on consumer perception
As you have seen, brand attributes affect the way consumers evaluate and interpret a company.
Brands that convey authenticity and trust, for example, tend to create a stronger emotional bond with their audience. This is similar to what happens in human relationships, as we are more likely to connect with those who demonstrate authenticity and trustworthiness, for example.
This is why brands that manage their attributes well are more likely to have a loyal customer base. These consumers buy frequently and also recommend the business and products to other people, generating qualified traffic and organic growth.
As you can see, Coca-Cola and Apple do this masterfully, each in their own niche. Starbucks is also a good example, as it stands out for its commitment to customer experience and sustainability. This reinforces a positive perception among the public.
List of brand attributes
Since every company is unique, it is possible to take advantage of a variety of brand attributes. And since knowing these characteristics is a fundamental point in choosing the right alternatives, here is a list of attributes and examples of brands that use them:
- Accessibility, such as Casas Bahia and McDonald’s;
- Credibility, such as Petrobras and Nestlé;
- Creativity, like Chilli Beans and Lego;
- Customer experience, like Nubank and Disney;
- Innovation, like Apple and Google;
- Quality, like Rolex and Mercedes-Benz;
- Sophistication, like Vivara and Chanel;
- Authenticity, like Havaianas and Nike;
- Social responsibility, such as Google and Faber-Castell;
- Sustainability, such as Natura and Unilever;
- Tradition, like Petrobras and Johnson & Johnson.
Why adjust brand attributes as the market evolves?
To maintain relevance and connection with the public, it is essential to adjust brand attributes to market changes and consumer expectations.
After all, what worked in the past may no longer be suitable for your current audience or for the market configuration with new trends. If the focus remains on old attributes, the brand becomes obsolete and loses relevance in people’s perception.
To monitor and identify these changes, it is worth using tools such as Google Trends and resources to monitor social networks. This way, it is possible to identify changes in market behavior and adjust the Branding approach as needed.
Strengthen your brand with well-defined attributes
By now, you have seen how important it is to define and promote the right brand attributes. In addition to strengthening branding, you can optimize the public’s perception of the brand, generating more loyal customers and enabling business growth.
Having the support of a specialized Digital Marketing agency can make all the difference in better aligning your attributes with consumer expectations and achieving even better results.
Ready to find out how to better align your attributes with consumer expectations and the market? Complete Enjoy Minder’s Digital Marketing diagnosis!
