Brand attributes are best defined as:

• The core characteristics that define a brand’s identity, personality, and value.

Brand attributes can be concrete (like a logo, color scheme, or tagline). Or, they can be abstract qualities (like “reliability”, “creativity”, or “sophistication”). Altogether, these attributes are what shape the brand’s image and unique position in the market. To put it simply, brand attributes are why people fall in love with brands. And they’re why people stay loyal to their favorite brands, even when better alternatives exist.

Why Brand Attributes Matter

Brand attributes matter because they directly influence how consumers perceive a company. And that perception influences whether or not customers are willing to...

• Choose a brand over its competitors.
• Pay a premium for the brand’s products and services.
• Stay loyal over time.

Beyond the customer relationship, brand attributes also influence the brand’s relationships with other stakeholders, such as employees, investors, suppliers, the press/media, and the general public. For example, brand attributes can influence...

• How well the brand can attract top talent.
• Whether an investor views the company as a stable and worthwhile investment.
• The likelihood of receiving favorable coverage in the media.

Ultimately, brand attributes matter because they form the foundation of brand equity, which is the accumulated value of a brand beyond just the quality of its products and services.

The Two Categories of Brand Attributes: Hard and Soft Attributes

There are two different categories of brand attributes. The first category is the more concrete or “hard” attributes, and the second category is the more abstract or “soft” attributes. Here’s an overview of each.

1. Hard Brand Attributes

   Hard brand attributes are the tangible, measurable aspects of a brand. These are the attributes that you can see, touch, or quantify. For example, hard brand attributes include a brand’s:
   • Visual identity: Such as the logo, color palette, typography, symbols, and other visual elements.
   • Messaging: Such as the brand’s voice, slogans, taglines, marketing campaigns, and key phrases used in marketing materials.
   • Product quality and performance: How well the brand’s actual products (or services) perform against competitors.
   • Packaging: The look and feel of how a product is presented.

2. Soft Brand Attributes

   Soft brand attributes are a bit more difficult to pinpoint. That’s because they represent the more emotional and intangible qualities that define a brand’s personality. These are the qualities that, when you think of a brand, you can just feel them without necessarily seeing them. A few examples of soft attributes include:
   • Trustworthiness: How well a brand follows through with what it says it will do.
   • Creativity: The brand’s ability to bring unique and original ideas to the world.
   • Empathy: How well a brand can understand and respond to stakeholders.
   • Innovation: The brand’s commitment to progress and finding ways to make the world better.

80+ Examples of Brand Attributes for Consistent Branding

If you take a moment to think about every aspect of a brand, it’s easy to come up with hundreds of different attributes that can make a brand stand out. Here’s a comprehensive list of 80+ different brand attributes used by some of the best global brands.

80+ Brand Attributes
Category	Brand Attributes
Personality & Character	Authentic, Friendly, Professional, Confident, Reliable, Honest, Caring, Energetic, Bold, Humble
Innovation & Creativity	Innovative, Creative, Visionary, Forward-thinking, Experimental, Disruptive, Inventive, Progressive, Dynamic, Resourceful
Trust & Integrity	Trustworthy, Ethical, Transparent, Responsible, Consistent, Dependable, Safe, Genuine, Fair, Stable
Customer Orientation	Empathetic, Helpful, Accessible, Service-oriented, Attentive, Personalized, Respectful, Supportive, Inclusive
Style & Design	Distinctive, Consistent, Memorable, Polished, Elegant, Minimalist, Vibrant, Premium, Modern, Timeless
Market & Performance	High-quality, Efficient, Reliable, Durable, Cost-effective, Scalable, Competitive, Innovative, Sustainable
Emotional & Human	Inspiring, Passionate, Warm, Joyful, Empowering, Comforting, Loyal, Charismatic, Fun, Optimistic
Reputation & Leadership	Influential, Respected, Authoritative, Prestigious, Established, Recognizable, Trusted, Transparent, Responsible
Adaptability & Growth	Agile, Resilient, Flexible, Strategic, Learning-oriented, Open-minded, Collaborative, Adaptive, Curious, Forward-looking
Cultural & Ethical	Inclusive, Sustainable, Community-minded, Respectful, Philanthropic, Environmentally-conscious, Culturally aware, Socially responsible, Purpose-driven

Brand Attributes in Action

Understanding brand attributes becomes a lot easier when you see them in action. Here are some great examples:

• Nike: Empowering, Energetic, and Inspirational
• Apple: Sleek, Creative, and User-Centered
• Patagonia: Ethical, Authentic, and Mission-Driven
• Coca-Cola: Joyful, Uplifting, and Universal
• Google: Innovative, Helpful, and Accessible

Additional Key Attributes Every Brand Strategy Needs

While every company’s personality and brand characteristics are unique, the world’s most successful brands do share several universal traits. Here are a few additional attributes brands often strive to cultivate.

• Relevance: Strong brands meet the public’s expectations. Just because a product is unique, that doesn’t mean a target market will buy it.
• Consistency: Strong brands do not deviate from their core brand values, messaging, and proposition.
• Sustainability: Strong brands make a business competitive and drive innovation.
• Credibility: Strong brands follow through on what they say they are going to do. They don’t exaggerate, and they always keep their promises.
• Inspirational: Strong brands often transcend the functional benefits of their product or service, connecting with customers on a deeper, more aspirational level.
• Uniqueness: Strong brands are completely original and different from everyone else.
• Appealing: Strong brands are attractive to potential customers, and they inspire existing customers to keep coming back.

The Branding Bottom Line

Brand attributes play a central role in defining how customers perceive, experience, and connect with a company. Defining those attributes is just the first step, though. In order to be successful, brands have to actually live and embody those attributes at every brand touchpoint. That means every single product, message, and customer interaction must be in full alignment with the brand’s core values and attributes.

Frequently Asked Questions About Brand Attributes

1. How do brand attributes influence customer loyalty?

   When brand attributes are:
   • Fully aligned with a target audience’s values and expectations and
   • This alignment is reinforced consistently across every interaction.
   Trust can be built. Over time, this increases customer satisfaction, strengthens brand loyalty, and encourages repeat business.

2. Can brand attributes change over time?

   Yes. Just like markets and audiences, brands can evolve too. While a company’s core values should remain steady, it’s only natural for brand attributes to shift slightly in order to stay relevant.

3. How are brand attributes expressed?

   Brand attributes are expressed through every aspect of how a company presents itself and behaves. This includes its:
   • Visual identity, like logos and symbols
   • Messaging, like marketing campaigns and slogans
   • Experiences, like customer service and company culture

4. What is a brand’s personality?

   A brand’s personality refers to the human characteristics of a brand. For example, a brand could be described as friendly, professional, sophisticated, or compassionate.

5. How can a brand build a loyal customer base?

   The only way a brand can build a loyal customer base is by consistently delivering on its promises. For example, if a brand that’s known for being high-quality starts to let standards slip, customers will start to look for alternatives.