Today, when almost every industry is overly competitive with countless companies battling to receive consumer loyalty it can be extremely difficult to find one great, dependable brand and even harder to build one. Regardless of whether your company is growing, established or successful every one of your clients or customers will want to discover a brand which can be trusted; a product or service with solid and significant brand attributes and believability. However, building a brand is not dependent on one secret ingredient but rather multiple elements which if successful lead to a relationship between the consumer and the product.
Many product-development professionals have their own definition of the term brand attributes but most can agree on the following:
“Brand attributes are Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.”
So, are there some attributes which are more important than others? Sure. Are some brand attributes considered essential for all brands? Absolutely!
For example the seven attributes listed below are the core qualities for almost all new and successful brands. They include:
1. Inspiration
2. Exceptionable
3. Appeal
4. Trust
5. Consistency
6. Lasting value
7. Relevance
The most important of these is of course the first, inspiration. All great brands begin with an idea and develop from there. Without an original idea which captures the attention and imagination of consumers all new brands would falter and fade. The most successful brand inspirations are those which fill an unsatisfied need for the targeted audience or offer an alternative to existing yet disappointing brands.
The next three attributes are all linked to how, when and to whom a product is presented. Exceptionality will ensure that a new brand is unique when compared to its competitors and as a result achieve the next two essential brand attributes which are of course appeal and trust.
And finally, consistency, lasting value and relevance are also important brand attributes. These three elements can help a newly established brand to overcome any existing marketing obstacles such as cultural and geographical barriers, economic hardships and even demanding consumer needs.
Though brand attributes can vary depending on the product or service created the seven listed above are believed to be vital qualities and should be considered in all steps of the marketing and branding process.
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