The brand
attributes
Our Brand Attributes are defined by our Brand Persona. They’re the unique characteristics and qualities that distinguish our brand from competitors. They’re the features, values, and traits people associate with our brand, and they help create a Brand Identity that is both memorable and recognizable to our customers.
Welcoming
Do’s
be warm
be positive
be confident
create proximity
be conversational
show, talk & encourage
use engaging language
explain in a positive way
create a sense of community
Don’ts
appear shy
be too minimal
sound too formal
too many regulations
sound too corporate
use negative language
sound too loud/overwhelming
Authentic
Do’s
be real
be personal
be distinctive
be consistent
add a local touch
get straight to the point
communicate core values
Don’ts
be fake
show off
generalize
exaggerate
overpromise
follow trends disconnected from our brand
Easy-going
Do’s
keep it simple
use witty language
use colloquial language
use unconventional spelling
sound accessible (use “we”, “you”)
Don’ts
sound stiff
be too direct
sound formal
sound too posh/fancy
use complicated words
use very long sentences
Passionate / Enthusiastic
Do’s
use imperative
use superlative
use positive words
use vibrant colors
be revealing (but not too often)
Don’ts
be bland
be insistent
be too loud
sound pushy
come off as annoying
Trustworthy
Do’s
be consistent
have empathy
use confident language
use examples to support your point
Don’ts
discriminate
contradict yourself
make false promises
Curious
Do’s
offer guidance
be instagrammable
create tension & desire
pleasantly surprise people
leave space for imagination
emphasize inclusion & diversity
use inspiring language & visuals to ignite curiosity
Don’ts
too crazy
be predictable
be afraid to try new things
use too many colors & words
The brand attributes at a glance
