What are Brand Attributes and How to Identify Yours

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What are the qualities that make your business unique? What makes you stand out from the competition? These are questions that you need to answer in order to create an effective branding strategy. Luckily, there are a few methods that can help you identify your brand attributes.

So what are Brand Attributes?

Brand attributes are the qualities and characteristics of a brand that set it apart from its competitors. These can be anything from visual cues, such as logos or advertising campaigns, to the values and mission statement of the brand.

Brand attributes represent the core values and qualities of a brand and can help to create an emotional connection with customers. They give customers an idea of what to expect when engaging with a brand, helping them to make informed decisions about their purchases.

What are some examples of brand attributes?



Apple is known for its brand attributes of ‘innovation’, ‘reliability’ and ‘simplicity’. This communicates to customers that Apple offers products that are designed with innovation, reliability and simplicity in mind.

They try to make their products accessible to everyone while providing the highest quality experience possible. Apple also emphasises the clean and modern design of their brand, offering sleek features and intuitive interfaces.

Nike is known for their brand attributes of ‘performance’, ‘innovation’ and ‘inspiration’. This communicates to customers that Nike offers quality products that are designed with performance and innovation in mind.

They also strive to inspire their customers to reach their goals through encouraging messages in their marketing campaigns.




Amazon’s brand attributes are ‘convenience’, ‘value’, and ‘selection’. This communicates to customers that Amazon offers a wide selection of products at affordable prices, with the added convenience of fast delivery.

They also endeavour to provide their customers with an exceptional shopping experience by offering helpful customer service, easy returns, and convenient payment options.

The Tesla brand is associated with ‘innovation’, ‘sustainability’ and ‘luxury’. This communicates to customers that Tesla offers products that have been designed with innovation, sustainability and luxury in mind.

They offer their customers cutting-edge technology that is accessible and eco-friendly. Tesla also emphasises the luxury aspect of their brand, offering premium features and luxurious design.




Starbucks brand attributes are ‘community’, ‘sustainability’ and ‘quality’. This communicates to customers that Starbucks offers coffee, tea and other beverages of the highest quality, with a commitment to sustainability, eco-friendly practices and community engagement.

They want their customers to have an experience that is unique, friendly and inviting. Starbucks also emphasises the importance of creating a sense of belonging by hosting events like movie nights in store, supporting local charities and offering loyalty programs.

Why are Brand Attributes important?

Brand attributes enable businesses to establish a brand identity that resonates with their target audience, making it easier for potential customers to recognize the brand and choose it over competitors.

The correct brand attributes can also help businesses gain customer loyalty by creating an emotional connection between customers and the brand. This connection increases the likelihood of repeat purchases from existing customers, as well as increasing brand recognition among new audiences.

In addition to this, brand attributes can serve as a foundation upon which businesses can create marketing campaigns that are tailored to their target audience’s needs and interests. By identifying which brand attributes people associate with your brand you can craft messages that resonate more effectively with them and build trust.

How do I uncover my brand's attributes?

The most effective way to uncover brand attributes associated with your brand is through market research. 

Market research involves gathering and analyzing data from customers, competitors and industry experts in order to gain insights into the brand’s identity. 

By using a combination of market research techniques, including qualitative (focus groups) and quantitative (online surveys), you can uncover valuable information about the brand that can be used to craft an effective brand identity.


1. Qualitative Research


Qualitative (exploratory research) is often the best place to start for brands that have no existing data or have not conducted any prior research. It is a great way to gain in-depth insights into attributes associated with your brand.

This would typically involve focus groups, interviews and observations that allow researchers to gain detailed information about the brand’s identity. 

This method can be used to uncover how customers perceive the brand, what they think should be improved or changed, and how they feel connected to the brand. 

It also helps identify brand associations that people have with the brand, as well as any meaningful stories about their experience with it.

2. Quantitative Research


Quantitative research, which might for example use online surveys, is another great way to understand brand attributes associated with your brand. 

Online surveys allow brands to collect feedback from a large number of consumers within their target market, providing them with detailed statistical information about brand perceptions. 

This method allows researchers to gather a large amount of data quickly and accurately, delivering insights into customer opinions on brand attributes such as quality, value and customer experience.

By using quantitative methods you can discover the brand associations people have with your brand and use this information to create an effective brand identity that resonates with target audiences.

How do I discover what the most important brand attributes are for consumers?

Once you have identified brand attributes associated with your brand through research, it is important to identify the most important brand attributes that consumers value. 

This will allow you to focus on enhancing and promoting these key brand attributes in order to create an effective brand identity. There are a range of ways in which brands can work out what the most important brand attributes are for their target consumers.

(#1 METHOD) - Using a Maximum Differential Analysis

One of our favourite methods for determining which brand attributes matter most to consumers is a statistical analysis call ‘Maximum Differential Analysis’ (Max Diff). 

This method involves asking customers to rate the brand on a range of different brand attributes, and then calculating the difference in ratings between the most important brand attribute and each of the other brand attributes. 

This allows researchers to identify which brand attributes are considered more important than others by consumers.

How MaxDiff works?

A MaxDiff analysis can be incorporated into any online survey.

The technique involves showing consumers a series of choice cards.

All the consumer has to do, on each card shown, is choose which is the most and least important factor to them.


How MaxDiff works?

The deliverables of a MaxDiff analysis are straight forward and easy to interpret.

Each attribute is allocated a MaxDiff score.

The MaxDiff scores all add up to 100.


Enhancing your MaxDiff Analysis

MaxDiff can be used in conjunction with qualitative methods such as focus groups, interviews and observations. By using qualitative research and talking to consumers, you can uncover a broad range of attributes that are important to them. 

This is a much better method than guessing at attributes within the organisation and will help insure all issues are considered.

Final thoughts

Brand attributes are an important part of any brand identity. Understanding brand attributes associated with your brand can provide valuable insights into how customers perceive the brand and which brand attributes they value most.

Investing in market research will provide invaluable insights into customer perceptions of your brand, enabling you to craft a unique brand identity that resonates with target audiences. By leveraging these insights, you can create a powerful brand image that stands out from the crowd and drives success for your business.

At Brand Health, our team of brand experts is dedicated to helping you build powerful brand identities. We will work with you to identify key brand attributes associated with your brand that resonate with target audiences, enabling you to create effective brand identities that stand out from the competition.

For more information on how we can help you uncover valuable insights into customer perceptions of your brand, get in touch with us today.

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