Your Brand Attributes Through Your Client's Eyes




March 31, 2021


Sarah Hawkshaw

Welcome back to the blog!

First of all, last week's webinar was all about brand messaging. It went extremely well and we are so glad to see focused, driven individuals join us every month.

If you don't want to miss the next webinar, click here to pre-register.

Today, we want to go on a journey towards defining the essence of your brand.

Let's start by walking a mile in your ideal client's shoes.

Brand attributes are the functional and emotional associations assigned to a brand by its clients and prospects.

Creating a community or a culture around your brand is imperative for generating consumer excitement and ultimately growing your presence. People need to understand the special characteristics you have to offer to engage them in choosing to work with your company over another!

Let's work backward...

What is the overall human community you want to create through your business? Ask yourself what kind of individuals you want to attract, work with and bring together in an effort to improve the lives of those around you. For example, here at iGen Creative, we strive to attract purpose-driven entrepreneurs that want to make a positive impact in the world.

How would these people want, or need, to view you in order to embark on a journey working  with you? You need to think about how people would describe you.

This is where we can get creative!

Step 1: Brand Perception

Start by brainstorming how you think people would describe your business, take a look at your online presence and extract the core messages you would receive as a prospective client. Ask yourself if these messages are:1. true and 2. if they are what you intended on conveying. Save this for later.

Step 2: Brand Feedback

If you have already developed some close client relationships then you should reach out to them and ask them to give you 5+ key words of feelings they perceived upon becoming introduced with you and your brand. This is really important as, whatever these values were, they encouraged them to start working with you.

If you don't want to approach clients, or don't yet have any to approach, then get imaginative. Create some client avatars (customer profiles) and do your best to step into the shoes of potential clients. Will they understand what you do from your current presence? Is there any possibility of confusion? What is the feeling your brand creates for them?

Continuing on this journey, you can now get a bit closer to home. If you have a team this is a highly beneficial exercise to go through together. Not only to make sure everyone is on the same page, but also to ensure you all move forward with the same attributes in mind. Ask them what they feel the business communicates at present, and what they think may be missing. If you have a secret weapon, make it known to potential clients - This is what we refer to as being your brand's 'X-Factor'!

Step 3: Founder Reflection

Finally, sit down with yourself. Review and reflect on what attributes you are currently putting out there via your online profiles and published messaging. Are they the right ones for where your company is at right now? Are they true to you? Have they changed privately as your business has progressed, but not been made public?

It is never too late to change, now that you have uncovered all the perceptions of your brand you can make the important additions to your messaging!

It's time to think bigger than before.

From where you are now, you can figure out where you want to go. Adopt what we like to call the 'aspirational perspective' and work with where you ultimately want to take your brand in mind. Think BIG! Then break it down and make a firm plan of how you are going to alter the communication of your brand attributes in accordance with your vision.

Getting to the bottom of your brand attributes doesn't have to be hard when done methodically. We hope you get to impart your most passionate and honest brand attributes to develop the largest, most like-minded client pool you have ever had.  

As always, if you have any queries or want to work with us, click here.

We would like to wish a very Happy Easter from us all at iGen Creative.

Until next time,


Content Manager

iGen Creative

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