Brand Attributes is the foundation of Strategy. It allows the facilitator to get the business owner to express their ideas and thoughts about a brand without complexity and friction. The goal is to come up with a brand statement without friction.

Anatomy of the Brand Attributes

Each column represents a key aspect of the brand. Think of the organization, or company as a person when doing this exercise how would you describe them?

  1. Here we are going to be brainstorming adjectives. Answer questions in single adjective that describe the brand. If you can’t think of a single word you can talk through the concept until you find one. Worst case scenario, simply write a few words or phrase as a last ditch effort to document the thought.
  2. These should be positive. Sometimes teams have the tendency to go negative, such as “frantic,” “disorganized” etc. The goal is to express attributes based on the ideal of where you want to be in the near future. If someone says “disorganized” you can change it to “Organized.” Reality happens in language first, so if you describe how you want to be vs how you are it helps you manifest that.

Culture

How would your community describe you?

Customers

How would you describe your customers?

Voice

Personality? How do you sound to others?

Feeling

How do others feel after interacting with you?

Impact

What tangible impact do you have on others?

X-Factor

What makes you radically different?

Client assignmment for the Discovery Work Session.

  1. List down at least 10 single word adjectives for every column.

Example

Here is an example brand attributes for Kombucha tea business

Brand Attributes 1

Here is another example brand attributes for Veris Wealth Partners:

Culture

We are

Environmental
Activist
Social Justice
Diverse
Accepting
Innovative
Energetic
Supportive
Empowering
Rebels
Truth seekers
Seekers
Powerful
Invested
Dedicated
Fortunate
Sustainable
Rich (3x)
Respectful
Educational
Fertile
Grounded
Focused
Cutting Edge
Current
Efficient
Compliant
Sustainable Visionary
Different
Unique
Entrepreneurial
Well Organized
Focused
Holistic
Honest
Family Oriented
Present
Spiritual
Exceptional

Customers

Our users are

Eccentric
Demanding
Passionate
Erratic
Impulsive
Creative
Innovative
Revolutionary
Intelligent
Caring
Compassionate
Enlightened
Mindful
(of $ & world)
Present
Influential
Evangelical
Aspirational
Idealistic
Spiritual
Successful
Fortunate
Privileged
Inspirational
Wealthy
Inheritors
Entrepreneurs
Grateful
Searching
Seeker
Change Agents
Not Complacent
Inspired

Voice

Our personality is

Thoughtful
Exuberant
Social
Smart
Leaders
Creative
Iconoclastic
Unique
Spiritual
Spirited
Environmental
Energetic
Motivated
Conscious
Methodical
Conscientious
Driven
Compassionate
Detailed
O.C.D.
Activist
Authentic
Self-Aware
Collaborative
Healthy
Empowered
Confidence
Calm
Focused
Humanistic
Funny
Secular
Plucky
Courageous
Making a Difference
Impactful
Purpose Driven
Curious
Helpful
Change Agents

Feeling

We make you feel

Security
Integrity
Longevity
Purpose
Fulfillment
Satisfaction
Comfort
Insight
Knowledge
Empowerment
Validation
Wealthy (3x)
Personable
Related
Connected
Nurtured
Protected
Warm
In Control
Informed
Professional
No Surprises
Consistency
Reliability
Trust
Manifested
Actualized
Transformed
Consultative
Extension
Satisfied
Fulfilled
Content
Heard
Empowered
Delighted
Calm
Impactful
Connected
Grateful
Powerful
Adult
Mature
Responsible
In Community
Heard

Impact

We tangibly help you:

Lower Risk
Increase Wealth
Provide Income
Listening
Provide Insight
Advice
Planning
Strategy
Focus
Objective
Set Goals
Realize Your Social and
Financial Wealth
Measure Goals
Social equity
Validate Values
Achieve Status
Currency
Options
Solve Problems
Reality
Social impact
Leadership
Learning
Listening
Enviro Impact
Educated
Assurance
Philanthropic Education
Compliance
Honesty
Values Clarification
Performance
Time
Leverage

X-Factor

General

Compassionate
Intelligent
Insightful
Motivational
Innovative
Inspirational
Discreet
Accepting
Broad-minded
Open
Experienced
Conservative
Professorial
Feminine
Bold
Risk-takers
Trailblazers
Splashy
Revolutionary
Professional
Sustainable
Thoughtful
Insightful
Fun
Leader
Catalyst

Here is another example brand attributes for Trojan Storage

Culture

We are

Entrepreneurial
Friendly
Creative
Female-friendly
Safety
Care
Giving
Protecting
Ethical
Energy
Organization
Consumption
Efficient
Fun
Flexible
Happy

Customers

Our users are

Transitional
Overwhelmed
Female
Divorce
Change
Local
Organized
Clear
Emotional attachment
educated about storage
Americans
High-consumption
Sentimental
Multitasking

Voice

Our personality is

Helpful
Colorful
Friendly
Warm
Happy
Authentic
Real
Educational
Knowledgable
Efficiency
Trust
Giving
Listen
Facilitate
Non-judgemental
Emphatetic
Professional
Attentive

Feeling

We make you feel

Lower Risk
Secured
Relaxed
Important
Informed
Welcome

Impact

We tangibly help you:

Compassionate
Protected
At peace
Empowered
Better served
Guilt free

X-Factor

General

Professionally run
Organized
Modern
Highly attentive staff and management

Brand Attributes Breakdown

30-40 minutes is an ideal time and it’s what we provide in our sample agenda and what we have found over the years works best.

1. Try to select as many attributes as possible. (18 mins)
2. Prioritize the top 5 attributes. (12 mins)
3. Choose one top attribute for each column. (6 mins)

Total Exercise Time: 36 Min

Brand Statement/ Positioning Statement

Option 1: Classic Positioning Statement

[Brand Name] provides [what they do] to [customer types] in a [voice] and [voice] environment while helping them feel [feel] and giving them [impact].

Option 2: Onliness Statement (Marty Neumeier statement)

WHAT: The only [what you do]
HOW:  that [what makes you unique]
WHO: for [customers/communities served]
WHERE: 
WHY: [customer pain point/challenge]
WHEN: [trends that power you]

Example for TROJAN STORAGE:
WHAT: The only professionally run self-storage facility
HOW:  that creates a clean, safe & secure environment
WHO: for overwhelmed women in a transitional state
WHERE: local communities in the United States
WHY: looking for affordable extra space so that they can declutter and be more organized in a non-judging and welcoming environment.
WHEN: in an era of empowered women, muti-tasking, big & impersonal service.

Option 3: Elevator Pitch

[Product/Brand Name] is a [general, relatable tool/service] that allows [2 additives + target user] to [value prop].

Example: 

Dropcam is a cloud-based video camera that allows concerned businesses and homeowners to easily monitor their space without a complex setup.

Tesla Motors is an electric vehicle that allows environmentally + style-conscious drivers to conveniently travel while minimizing their carbon footprint.

GoPro is a waterproof action camera that allows athletes and action seekers to capture and document their adventures.

Trojan Storage is a modern self-storage facility that allows busy women who are in transition to safely protect their keepsakes.

Example of Value Proposition or Brand Statement:

Brand Statement 1

This will be a part of the discovery brief:

Brand Statement