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Brand Attributes
Brand attributes are key elements of a company's image that shape the overall perception and understanding of consumers about the brand. Successful brands often have a diverse set of these attributes, as even the smallest influence can affect perception. This can relate to the general values and ideas that the company communicates through media, as well as small details like the hold music on a call center line.
The main brand attributes include those elements that create the first impression and establish an "emotional bridge" between the business and its customers. These can include the name, logo, slogan, corporate colors and fonts, as well as characters and musical accompaniment. Additionally, it is worth mentioning items such as advertising materials, promotional products, and packaging. Well-chosen and designed brand elements contribute to increasing recognition and competitiveness, as well as helping to reflect the values and benefits of the product, creating trusting relationships with customers and partners.
Goals and Objectives of Brand Attributes
The main goal of developing brand attributes is to form stable positive associations with the company and its products. This task is achieved through the effective use of these attributes in marketing strategies. The primary objective of the attributes is to create a coherent and memorable image of the brand that aligns with the preferences of the target audience.
The characteristics of the brand largely determine its positioning in the market: the mission of the business, its place among competitors, and its relationships with customers and partners. Therefore, all attributes must align with the overall concept of the company and be easily recognizable. Brand elements are essential for successful business promotion: they are actively used in advertising campaigns, PR events, as well as in the design of websites and offices. Together and individually, the attributes should work to enhance the popularity of the company and the demand for its products.
Main Brand Attributes
The main attributes include the identifiers of the firm that allow it to be easily recognized. These include the name, logo, slogan, corporate colors and fonts, as well as brand characters. Additionally, sensory elements such as musical accompaniment and sound logos should also be considered.
Each of these attributes, with which the buyer interacts first, should create and reinforce the target associations established during the brand's development. Let's take a closer look at the most important elements for forming a memorable image of the company.
Name
The brand name plays a key role among the attributes, as it is the main identifying mark of the company. According to a study conducted by the analytical platform Feedvisor, 76% of consumers believe that the brand name significantly influences product choice. Creating a name for a brand is a complex task, and there is a specific marketing field dedicated to this called naming. The name should be unique, easy to read and pronounce, and correspond to the business concept.
The name can symbolically relate to the history of the company's creation, its mission, or significant events. Some companies create legends about their brand, including the story behind the name. For example, "LUKOIL" is an abbreviation formed from the first letters of the names of the cities where the company extracts oil, combined with the English word "oil."
Logo
The logo is a textual, graphic, or combined emblem of the firm that serves as a recognizable symbol of the trademark. Every company aiming for scaling should have an original logo. This attribute is legally registered property of the firm and is actively used in promotion. It can be seen in advertising, on packaging, in corporate blogs, and on promotional products.
A well-designed logo helps create a clear association in the minds of consumers with the image and idea embedded in the brand's foundation. For many buyers, a well-known logo becomes a symbol of product quality and an incentive to purchase branded goods. Some clothing manufacturers understand the influence of logos on consumer consciousness and the associated risks of selling counterfeits in the market.