What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn what brand attributes are
with top brand examples so you can understand the elements that make your
brand human and to find the associations that you want to align with your brand
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now attributes are something that we humans create to make things easier to understand
now this is developed within our primitive brain and it's been developed over millions and millions
of years as a survival mechanism so we want to quickly understand whether something represents
survival or represents danger and attributes help us do that so what are brand attributes
well although the choice of brand doesn't really represent survival or danger it's still
a decision-making process that goes on in the primitive brain so the primitive brain assigns
attributes to brands just as it will assign attribute attributes to other people or other
things so when our brain assigns these attributes to a brand it gives us that ease of understanding
and that helps us in the buying decision today there are so many different products and services
and brands available in the market and it's sometimes very very difficult to know which
ones to buy which ones to go after and attributes help us to provide meaning to the brands that are
in the market to make that decision-making process a lot easier on us so why are brand attributes
so important well as i've touched on earlier it's all about that meaning and all about that ease of
understanding now although we are pretty advanced creatures we're still very very primitive in our
behavior now our primitive brain makes most of our decisions and that primitive brain is about 500
million years old it doesn't realize that we're in an environment now where we don't have to run
away from predators or we don't have to hunt our prey in order to survive so it applies the same
primitive decision-making process to everything we do and that includes brands so we as brands need
to be able to define what we want to represent to our audience and then define the attributes
that will align with that meaning and that will help our audience in that decision-making process
so what's the difference between brand personality and brand attributes well brand personality is
a very topical word that is becoming more and more influential in modern modern branding today
and the reason for that is that modern brands need to become more human they need to engage
their audience on a human level because that is what the consumer is demanding consumers don't
want to do business with brands that are just corporate money making machines and they would
prefer to do business with brands who get them who understand them and communicate with them
on a human level so that's why brand personality has become so important and your brand personality
is essentially the collection of attributes that are assigned and aligned with your brand so once
you've defined what it is that you want to mean to your audience and the personality that will
attract them then it's all about defining those individual attributes that will align with that
personality and align with that meaning so let's have a look at a brand example and some examples
of brand attributes to see just how effective they are now if i was to ask you to think of a specific
brand you would probably think of the logo first then you would probably think of the product but
beyond that logo and beyond that product there is an underlying meaning and an underlying image
that you have of that brand and it is there through the experiences whether direct or indirect
that you have had with those brands and they are made up of attributes and associations and they
create this image this vivid image of what that brand means and the position that it wants to own
in the mind of its audience the the position that it wants to own
in that market and if you don't believe me let's have a look let's play a game let's have a look
at some brand attributes and see if you can guess that brand so here are some attributes belonging
to an iconic brand that no doubt you've had either direct or indirect experiences with
which have formed the meaning that you associate with this brand so let's have a look at them rebel
outlaw rebellious rugged gritty tough rough american heritage timeless
and bold so did you guess the brand well it is harley davidson chances are you guessed the brand
and if you did it is because harley davidson has embedded these attributes into your mind through
the experiences whether direct or indirect that you have had with their brand now we've all heard
the older dash a brand is not a logo but there are very few definitions or descriptions of what
a brand actually is in a way that really provides us with a solid meaning and a solid understanding
of what brands are but brand attributes go a long way to illustrate exactly what a brand is
made up of and the fact that it is a perception that lives in the mind of the audience so as
you build your next brand think about the meaning that you want to own in the mind of your audience
and think about the attributes that will align with that meaning if you want to learn how to
define the brand attributes that will form the foundation of your brand personality then this
video will help you out until next time brand like a master and i'll see you in the next video you