This attribute can be summarised as what makes you unique? What makes you stand out from services or organisations which are similar to yours? In sales speak this is your USP. It may relate to a service only you can provide - but it may also relate to your approach or level of service or price point. When considering this attribute it can be helpful to name competitors in your sector. Thinking about what makes them distinctive, and your likes and dislikes of how they are.
Once you have examined each of the brand attributes and drawn up lists of key words and phrases you have a powerful resource of information about your organisation. You will be able to explain quickly to new company members or external organisations, what you are like and what you value, achieving a deep level of understanding of your company.
Statement of Intent
Once this resource is compiled you can extrapolate the attribute you feel is the most important. From this you can craft ‘a statement of intent’. This is a couple of sentences which encapsulate exactly what your aim as a company is.
In our workshops we utilise a rapid response technique, going as wide as possible to pull in all descriptions before narrowing it down to the core attributes which best define your company or organisation. You can do something similar. You want to aim to have one key word or phrase for each attribute which is the most important for you.
The result should look something like this:
‘Drip filter Coffee Shop provides sustainably sourced, freshly roasted coffee to coffee connoisseurs in an edgy environment with a quirky voice. Helping them feel invigorated and be confident in the taste and quality of their purchase.’
The statement of intent can be a benchmark for your brand and a metric for measuring if your actions are communicating that intent through your brand. It is also a short clear explanation of what and who you are for all your stakeholders.