This doesn’t happen by accident.

Recently I have worked with a number of organisations to help them define their brand attributes. For one organisation, it was ‘Reliable, Efficient and Local’, for another ‘Progressive, Trustworthy and Approachable’ and for another ‘Professional, Engaged and Regionally-Relevant’ (ok, that last one is technically two words, but you get the drift).

The thing about defining your brand attributes though, is that they need to be in sync with what your customers or constituents value.  Whilst ‘experienced’ might be important to a law firms’ clients, it’s probably not that important to customers of a surf wear retailer.

A proactive approach to determining what’s of value to your customers/constituents, determining what your brand attributes need to be (these could be aspirational) and then ensuring every touch point with your brand is reinforcing these attributes, are each critically important to developing and reinforcing your brand reputation.

So, what do you want to be famous for?