What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn how to define brand attributes for your brand strategy so you can bring your brand to
life through human characteristics and build the neural connections that will influence decisions
now if you're new to the channel and you want to build brands that go beyond the logo and the
visuals using strategy psychology and creative thinking then you're in the right place hit
that subscribe button and the notification bell if you want to fast track your results make sure you
grab the pro brand strategy blueprint it's a free download and the link is in the description now i
created a video recently on what brand attributes are if you haven't seen that i'll leave a link
in the description below but essentially attributes are something that we as humans
create in order to create shortcuts for ourselves to be able to understand things in a much easier
way in a much quicker way to be able to recall that meaning and assign that meaning to people
places things and of course brands now the most loved brands in the world understand what
attributes will lead to the meaning that they want to place in the mind of their audience and
they use those attributes throughout their brand communication at every touch point consistently
and over time those attributes become part of the reputation of the brand now if you ask any random
person in the street to tell you a little bit about branding they'll probably talk to you about
the logo or the product of that brand but they most certainly won't talk to you about attributes
yet within their mind they will have networks of attributes stored to specific brands that
will make up the meaning to them about what that brand means and that is what branding is all about
it's all about providing meaning whether they're conscious about it or not is irrelevant the most
loved brands in the world understand the meaning that they want to provide to their audience and
they work meticulously using attributes throughout every single touch point to embed that meaning
in the mind of their audience now defining brand attributes is not some cherry picking
process where you randomly pick an attribute over here and an attribute over there there is method
to the madness and it all leads in to the meaning that you want to own in the mind of your audience
and i want to talk about that method to the madness right now with a simple three-step process
that you can follow step number one understand your audience's personality now defining brand
attributes is all about making your brand more human and the reason that we do that is so we
can better connect with our audience on a human level now your audience is already human and they
already have their own attributes and as humans we tend to be more attracted to the attributes
that we already have so it's very important to understand your audience their personality
and the attributes that they're attracted to step number two define the meaning that you want to own
now as i mentioned before defining brand attributes is not about cherry picking
there is method to the madness and that method is all about the meaning you need to understand
what meaning you want to place in the mind of your audience which should be based around the position
that you want to own what is it that you want your audience to understand about your brand to
recall about your brand and what reputation do you want to build in their mind when you understand
that meaning when you understand the meaning that you want to place in their mind then you simply
need to reverse engineer that and align that with attributes that will lead to that meaning
and that is what the next step is about and step number three uncover the aligned attributes now
as i said before the individual attributes that we want to define for our brand are simply leading to
that meaning that we want to own and now we've defined the meaning we just need to reverse
engineer that so we need to ask the question what attributes are going to align with the meaning
that we want to provide to our audience now these individual attributes on their own are
simply attributes but when coupled together that's when they provide meaning that's when they provide
this personality and that's when our audience is going to be able to quickly understand
what our brand means what it's all about and what value it represents to them now modern branding
is all about being more human making those human connections and attributes of the way to do that
the more tangible your attributes are the more real they feel to your customer the more they're
going to create those neural connections within their mind and create an image of what your brand
means if you do this consistently over time if you consistently use the same attributes
time and again that you want associated with your brand then they will become part of your
brand's reputation and what your brand means to your audience if you want to understand
more about building brand personality using a scientific framework called archetypes then
this video will help you out until next time brand like a master and i'll see you in the next video