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Brand characteristics are the core values and fundamentals that showcase the true essence of the brand. They are a set of attributes that are identified as the physical, distinctive, and personality traits of the brand similar to an individual.
The brand needs to stand for something unique and consistent and this objective drives the management and the branding and marketing department to define a set of brand characteristics working as one of the integral facets of the entire brand management process.
Importance of brand characteristics
Loyalty
The unique and exclusive characteristics of the brand create an emotional connection with the target audience that makes them indulge in repeat purchases resulting in guilt towards the brand and its offerings of products and services.
Awareness
The target market and the audience need to be made aware of the attributes, values, and characteristics of the brand through various marketing and promotional programs compromising of participating in corporate events, sponsorship in events related to the nature of the brand, print advertisements, television commercials, and use of digital marketing and social media to elevate the awareness about the brand.
Higher sales and profits
With the increased level of brand awareness showcasing its unique characteristics in the target market that results in the top-of-the-mind recall factor about the brand and its offerings in the mind of the consumers, making them indulge in repeat purchases; hence, the company attains its objectives of higher sales and profits. Examples of brand characteristics of leading brands
Knowledge about the target market
No brand can appeal to the entire market to promote its offerings of products and services and the segregation and filtration of the target market is a must and are the foremost brand characteristic for any brand to attain the pinnacle of success. To start with, the target market or location needs to be identified and then the target audience needs to be carefully analyzed and understood by filtering them on the parameters of disposable income, working industry, and interest areas.
Uniqueness
The brand characteristics of uniqueness hold the primal advantage for the brand to be successful and gain a competitive edge in the market. There has to be a unique and specific character to the brand that separates it from the other players in the market.
For example, the Apple brand is renowned for offering innovative and technologically advanced products as compared to its contemporaries. Plus, its products have minimal design aesthetic appeal, working as a unique brand characteristic for the company.
Domino promises to deliver the pizza within 30 minutes of ordering, and it has been working in the favor of the brand for a very long time as the company has been adhering to its Brand Characteristics and delivery passion.
The markets are always dynamic and the business is known for its volatile nature as there is always tough competition from the existing players in the market as well as the new and budding ones entering and creating a foothold in the market. Steve Jobs, the promoter of Apple, had this characteristic in his personality, and the same was evident in his technology brand as well, which has made the brand carve a niche for itself and rank amongst the top brands consecutively for the last 7 years.
Consistency
The market insiders vouch for the fact that the customer changes his brand preferences when the brand to which he has been loyal becomes inconsistent in its values and attributes and functional benefits of its offerings.
Hence, the brand must have the brand Characteristics of consistency to keep its customers happy and satisfied giving tough competition to its arch-rivals.
Restaurants are one of the best examples of this characteristic if the quality of food is maintained and consistent throughout the operations of the restaurant, the brand enjoys loyal customers who keep on visiting to enjoy the quality and delicious food, and if there is any decrement in the levels of food quality or hygiene factors, it can cost a fortune to the restaurant brand.
Competitiveness
Success in business is readily established by brands in the market that work as a tough composition to the brand, plus the new entrants offer new and novel products on the table to the customers.
Exposure
The brand needs to be heavily exposed in the market having bigger marketing budgets to opt for multiple media and promotional channels to make the target market and the audience aware of the unique Brand Characteristics, ethos, fundamentals, values, unique selling propositions, and how its products and services are different from its competitors.
For A successful branding campaign, the brand should opt for a 360-degree marketing approach utilizing media channels rights television, radio, print, outdoor, digital, and social media, amongst others.
Leadership
The CEO of a big firm will be the leader of the brand, and in the case of a small business, the owner will be the leader of the brand. In any case, the attribute of leadership is a must to envisage the short-term and long-term business objectives, plan and execute business strategies, motivate the internal staff, and maximize their strengths that will help the brand to achieve its goals and objectives.
Conclusion
As one aspiring to own a brand, this is the kind of information you need to grow your brand and to bring awareness to your audience and I suggest you begin now to acquire some of the characteristics like consistency, exposure, and loyalty to make d attractive to anyone who comes across it even good leadership skills can go long way to improve your relationship with your consumers and customers.
Digital skills can also help to make your brand visible to everyone, you can begin trying out your hands in making people aware of your brand.
