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BUILDING YOUR BRAND PILLARS<br />
(ATTRIBUTES)<br />
As mentioned previously, brand pillars are a few, usually 3-4 key words (attributes)<br />
that embody what your brand is about and serve as a foundation for your brand.<br />
Building out these brand pillars is the most important part of building your brand.<br />
Review Customer Profile: Begin the strategy session by reviewing with the team<br />
your customer profile so that everyone is starting with the right mindset of<br />
thinking about your core customer. Remember, you are building your brand to<br />
appeal to this type of person.<br />
1. Worksheet A (Brand Attributes)<br />
To begin, hand out Worksheet A to all group participants.<br />
Worksheet A<br />
Active Academic Actionable Ageless Agreeable Aggressive Altruistic<br />
Approachable Artistic Assured Authoritarian Bold Brave Broad-minded<br />
Budget-conscious Business-like Calm Careful Caring Classic Coarse<br />
Colorful Comfortable Committed Complicated Composed Concerned<br />
Confident Conservative Conventional Cooperative Creative Cultured<br />
Dedicated Deep-thinking Deliberate Dependable Determined Different<br />
Distinctive Distinguished Down-to-earth Dreamers Dynamic Easy-going<br />
Edgy Elitist Emotional Energetic Enterprising Entertaining Ethical Exciting<br />
Exclusive Experienced Extravagant Extrovert Fair-minded Fatherly Fast<br />
Firm Flexible Focused Forceful Fresh Friendly Frivolous Fun Generous<br />
Gentle Genuine Greedy Heavy-handed High-class Honest Hospitable<br />
Imaginative Immaculate Impersonal Impressive Independent Individual<br />
Innovative Inspired Inspiring Intelligent International Inventive Inviting<br />
Kind Leader Level-headed Logical Logistical Loyal Maternal Mature Middle-class<br />
Modest Mould-breaking Obliging Passionate Patient Patriotic<br />
Peaceful Persuasive Pioneering Pleasant Popular Posh Powerful Predictable<br />
Presumptuous Professional Proud Questioning Quiet Reassuring<br />
Recognized Reliable Reserved Responsive Robust Serious Showy Shrewd<br />
Simple Slick Small Smart Smooth Sophisticated Spiritual Status-conscious<br />
Stimulating Sociable Solid Strategic Strong Superior Supportive<br />
Sympathetic Tactical Thoughtful Traditional Transcending Trustworthy<br />
Understanding Unique Unusual Visionary Welcoming Well-known Wise<br />
Worldly Youthful<br />
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