How to identify your brand attributes (get a personality!)
Count yourself lucky – we have decided to share with you one of the most useful tools from our brand workshops – the brand attribute post-it exercise.
Have you ever thought about your company’s personality? This could be anything from the colours on your website to your company culture to your tone of voice on social media. Alongside your why, your personality is the foundation of your brand.
Why your brand needs a personality
People feel loyalty, trust and affection once they have got to know (and happen to like!) another individual’s personality. The same happens with a brand; brand loyalty is a thing – people go back and choose to purchase the same product or service repeatedly above it’s competitors. They will do this if they can associate with your brand personality. That’s why keeping your brand attributes focal and letting the personality of your brand shine through is so important – to capture and retain a following.
The Post-it exercise process
It can take some time; but its pretty simple and well worthwhile. In this exercise, you’ll learn how to find your brand attributes and get from a sea of post-its to to a beautiful poster – the idea is that you come up with 3 words that perfectly describe your company. These words should define your company personality. They should be considered and reflected on when making pretty much all business decisions.
This is how it works:
1. Get ALL of your team into a room with post-its and sharpies. As many staff members as you can, the more opinions and brains put together the better. No complaining please.
2. Everyone writes down as many adjectives as they can think of to describe your company. Start by just putting down whatever comes in to your head, don’t filter just write it down. Really think about what is completely unique about your company, what stands out the most to you, like a friend, what do you know about them that no one else does? What makes you want to be a part of the company?
3. Now take it in turns to put your words up on the wall, reading them out as you go. If you have the same or similar words – group them together.
4. Time to start culling. Go easy and don’t be tempted to skip ahead to your favourites. Start with the words that are necessary to any business, like efficient or profitable. Then look at the words that are overused in your industry or could be used by competitors. These will mostly be the functional ones.
5. Whittle your way down to just 3 words. Check them with these questions – Are they unique to you? Would your competitors say the same thing? Does it matter to your customers? Answers should – yes, no, yes.
And voila! These are your brand attributes.
Tips for getting it right…
- Don’t rush.
- Be open.
- Embrace contradiction.
LSM brand attributes
To give some context, here are our brand attributes – yes we got the whole team together in one room and did the post-it exercise on ourselves! Out of the millions (slight exaggeration) of words we wrote down, we felt that these were the ones that stood out, they were the most powerful and unique to how we work at Life Size Media.
Lets break these down and go into how we got there…
- Clever – Not just intellectually but also with strategic and commercial insights. We think outside the box.
- Punchy – Our communications and methods stand out from the standard approaches used by other agencies.
- Uncompromising – We aren’t afraid to challenge our clients, we hold our ground as communication experts to ensure the best strategy is used.
If you think you could use some help and guidance for this exercise then… Go to our workshops page to find out more about what we can offer.
Ever wondered why we love post-its so much? Find out why with this video:
This is the third episode of our video series: How to build a successful brand. We’ve taken our core branding methodology and packaged it up into this 6-step series that will give you everything you need to build your own successful brand. This process has been developed and honed to perfection over the years, helping many cleantech companies achieve their commercial goals. All words of wisdom are from our knowledgeable CEO and brand expert Alisa Murphy.
Most of the steps we’ll go through will involve practical exercises to take back to your team and work through in order to develop your own brand and communications. But Alisa will also talk you through the theory of what we do and we hope it will help inspire you to make brand and communications a priority; because we believe that they are fundamental to commercial success.