Brand Attributes: The Definitive Guide (+ Best Brand Examples)

Brand Attributes: The Definitive Guide (+ Best Brand Examples)

Without question, the modern brand is becoming more human and brand attributes are playing a significant role.

As people, we instinctively assign meaning to things.

It’s a primitive survival instinct that has kept us alive for millions of years.

Our brains create shortcuts to help us to quickly understand whether something represents survival or danger.

We assign meaning to people, places, creatures, things and… you guessed it, brands.

In this article, you’ll learn why brand attributes are playing an increasingly important role in the brand-consumer relationship and how you can define attributes to attract your audience.

What Are Brand Attributes? (Top Brand Examples)

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What Are Key Brand Attributes?

Brand attributes are the characteristics we come to understand as being the quality, features, behaviour or nature of a brand.

Attributes are assigned to the brand by those who experience it and it’s this audience that develops a collective understanding of who the brand is and what it represents.

Over time the attributes associated with a brand become part of the it’s reputation and identity.

Why Are Brand Attributes Important?

As I touched on in the intro, as advanced as humans are, we’re still very primitive creatures.

We make most of our decisions in the primitive reptilian brain rather than the analytical neo-cortex which processes logic and reason.

Our primitive brains are 500 million years old. It still doesn’t know that we’re no longer hunting our prey and doing what we can to escape predators.

It’s still in the driving seat and it’s job is to keep us alive and attributes help it do that.

Brand Characteristics Help Us Understand