We have written a number of articles delving into the world of branding. We have looked at what branding is and explored the misconception that it is just a logo. We have a three-part series which gives a great overview of the reasons your organisation or company may want to rebrand.
In this series we will look at some of the ways you can understand your brand more clearly, to ensure it represents who you are, and helps you connect with your customers.
We have curated a series of exercises which we want to share with you in order to help you capture what the key brand attributes of your company are and who your target customer is. We will give you the tools to create detailed and realistic customer profiles to test ideas against. You will then work to identify short and long term, quantifiable goals. We believe that these exercises will help you think deeply about your organisation, enabling you to define exactly what it is you do well and what you want to do better.
What are the Key Brand Attributes?
Firstly you will start out by defining what it is that makes your company unique; what its personality is, or what you envisage it being.
We have broken down these descriptors into six areas or brand attributes, which you can think about and explore. Each category relates to a specific area or aspect of your business and how it creates impressions on those who come into contact with it. This will enable you to build a very clear picture of what you want your brand to say about your business, very quickly.
The key attributes to explore are:
Some of these brand attributes are clearer than others, so here is a brief overview of what each of them means and why they’re important.