Let me tell you something - having a great product isn't enough anymore. I know, I know, it sounds harsh. But with new businesses popping up faster than coffee shops in Seattle, innovation is just expected. Want to know the real secret sauce? It's brand personality. That's your golden ticket.
Here's the thing - before we dive into all the fancy stuff like logos and taglines (which, don't get me wrong, are important), we need to nail down what makes your brand uniquely... well, you. I like to call these your brand attributes - they're like your brand's DNA, the core traits that make you who you are.
Let's play a quick game. Think about Nike, Disney, and Apple for a minute.
Each one hits different, right? Nike's all about that warrior spirit and pushing limits ("Just Do It" isn't just a tagline, it's a battle cry). Disney sprinkles magic and wonder everywhere they go, while Apple... well, they've mastered that perfect blend of innovation and sophistication that makes us all want to be part of their "think different" club.
People expect utility from products or services, but they look for connections from brands.
Why does this matter? I'll tell you straight up - people buy products for what they do, but they fall in love with brands for who they are. Ever caught yourself saying "it just feels right" when choosing between two similar products? That's not coincidence - that's brand connection working its magic.
Look, I'm not saying your product or service can slack off - it absolutely needs to deliver. But what these iconic brands have shown us is that product + personality is the winning formula. It's like having both style AND substance (and who doesn't want that?).
In my years of brand strategy work, I've learned that to really move the needle, we need to help companies see themselves as more than just their product. Think of it this way: instead of just talking about what your widget does, let's talk about what it means to people. What's the bigger story you're telling?
Here's how I tackle this with my clients: we start with a fun little exercise (okay, it's homework, but the good kind). It's a series of choices that help us dig deep into the rational, intellectual, and emotional aspects of their brand. The goal? To uncover three core attributes that really capture who they are and who they want to be. Once we've got those magic words, we give them our own special definitions and use them as our North Star for everything that follows.
The cool part? These attributes become the secret ingredients in everything from your visual identity to your voice. It's like watching a personality come to life through colors, words, and design. And the best part? My clients often end up using these attributes as a litmus test for all their future marketing decisions.
Over the years, I've watched brand trends come and go like fashion seasons. Remember when everyone wanted to be "disruptive"? (Eye roll.) Then during the pandemic, everyone suddenly became all about being "dependable" and "approachable." Nothing wrong with these traits, but when everyone's singing the same tune, it's hard to stand out. So here are my three golden rules when picking your brand attributes:
Here's the thing about trends - they come and go, but your brand attributes should be in it for the long haul. Yes, it's tempting to go for the obvious choices, but trust me, digging deeper will pay off in the long run.
Now, let me be clear about something:
But what really gets people excited? That spark of connection they feel with brands brave enough to show their true personality.
Don't miss the opportunity to show up as your full self.
Now it's your turn to ask yourself: What defines your brand? Below is an extensive collection of my favorite brand attributes to suggest to clients, categorized to help you find the perfect mix for your brand identity.
Remember: The most effective brand attributes are those that not only resonate with your vision but also create meaningful differentiation in your market space. Choose combinations that tell your unique story while remaining authentic to your core values.
