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Brand Attributes: How Does the Brand Present Itself?

Brand attributes are physical attributes and personality traits. First, understand your brand. Then, choose your attributes and remain consistent.
Brand Attributes: How Does the Brand Present Itself?

What do you think of when you hear the name Steve Jobs?

  • Black turtle neck; round glasses; jeans; New Balance sneakers
  • Great speaker; reality distortion field; laser focus

The first bullet point covers physical attributes.

The second bullet point covers personality traits.

Steve Jobs (source: https://bit.ly/31gKrtR)

Steve Jobs built these associations through consistency. Over and over wearing the same uniform and behaving in a consistent way.

This is how brand attributes are anchored in the customer's mind.

It is no different with brands.

Brand Attributes: Depends on Brand

What should my brand attributes include?

It depends.

Brands with a physical product need significantly different brand attributes than brands with digital products.

To start ask yourself the following questions:

  • What is my product/service/brand?
  • Through which touchpoints are my customers interacting with the product/service/brand?

A good example is Mailchimp.

Mailchimp: Digital Product with Focus on Writing

Mailchimp is a marketing platform for small businesses.

Their first product was an email newsletter software. The goal: give small businesses an easy way to communicate with their customers in writing.

Writing is the name of the game.

Mailchimp has put together a Content Style Guide, which outlines the most important aspects of their brand.

The guide outlines the different brand attributes:

For Mailchimp writing is the main touchpoint.

That's why their brand attributes focus heavily on all aspects of the written word.

Bottomline: Brand Attributes Should Focus on the Main Touchpoints

Brand attributes are physical attributes and personality traits.

If a brand remains consistent, these attributes become associations in the customer's mind.

First, understand how your brand interacts with the customer.

Then, choose wisely and remain consistent.


This post is an excerpt from my online course Fundamentals of Brand Strategy where you learn how to build successful brands.

The self-paced online course contains 5 hours of video material and teaches you how to use the Brand Pyramid.

Brand Pyramid in Action: Use it to create, audit, and improve your brands.
Learn the Fundamentals of Brand Strategy 🧰

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