Did you know that 89% of consumers stay loyal to brands that share their values? Welcome to our latest blog post, where we delve into the fascinating realm of branding and marketing. Today, we're going to explore the often-overlooked but crucial role of brand attributes in shaping successful marketing strategies. At Protocol, we understand the power of brand attributes in creating meaningful connections with consumers and driving brand loyalty. Let's dive in!

Great Branding Sets You Up for Great Marketing

At Protocol, we believe in the power of branding to lay the foundation for effective marketing. But what exactly is branding, and how does it differ from marketing? Let's break it down in simple terms.

Branding is like building the DNA of your business – it's about defining who you are, what you stand for, and what makes you unique. It's about creating a strong, consistent identity that resonates with your audience on a deeper level. It's what sits in the minds of your customers. Marketing, on the other hand, is the execution of these ideas and values. It's how you get people to think those things about you and it's the avenues of distribution you choose to occupy in order to reach the people who resonate with your ideas.

Brand Attributes: Quality Ingredients for Your Identity

Now, let's talk about brand attributes – those special traits that define your brand's personality. Think of them as the secret sauce that makes your brand stand out in a crowded market.

At Protocol, we understand the importance of defining and leveraging brand attributes to create a compelling brand identity. Whether it's passion, authenticity, or consistency, these attributes shape how your brand is perceived by your audience.

The key to this is using attributes that no one else can claim. They shouldn't be obvious, like "honest," "trustworthy," or "transparent," because those things should go without saying. If you're dishonest, untrustworthy, and you hide things, you're not going to last very long in business. Instead, focus on what differentiates you from your competition.

We recommend defining six different categories of attributes for your brand. This is broken down into what we call our "Brand Words Table" where we have five unique words in each category. These categories are Values and Beliefs, Culture, Attributes and Benefits, Behavior, Voice, and Look and Feel. Each word you put in this table needs to be reflected somewhere in your business. If you put "charitable" in your table, you need to be able to point to where your business does charitable operations.

Brand Rollout: What You’re Forgetting

So you've nailed down your brand attributes, but now it's time to bring them to life through a successful brand rollout. This involves careful preparation, strategic prioritization, and active participation from your team.

At Protocol, we're here to guide you through every step of the brand rollout process. From updating assets to engaging internal stakeholders, we'll ensure that your brand launch is a smooth and successful one.

Lots of businesses like to keep things under wraps until they flip the switch and make a big change. We do things differently. We recommend a minimum of 6 weeks where we run marketing campaigns that build anticipation, hinting at big changes and talking about core values. Then, in a very coordinated and public way, we invite the public and other local businesses to be present at the ceremonial "Flipping of the Switch" where we launch the new brand identity. Don't forget that this isn't just about your business getting a new look--it's about your business impacting your community, so invite the community to be part of the event!

Conclusion

We've explored the integral role of brand attributes in crafting successful marketing strategies. From defining your brand's personality to leveraging it effectively in your marketing efforts, brand attributes serve as the cornerstone of building lasting connections with your audience.

By understanding the power of brand attributes and incorporating them strategically into your branding and marketing initiatives, you can differentiate your brand in a competitive market and foster strong brand loyalty among consumers.

At Protocol, we're committed to helping businesses unlock the full potential of their brand attributes and elevate their marketing strategies to new heights. Embrace the power of your brand attributes and watch as your brand resonates with your audience in meaningful and impactful ways.

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