Brand attributes
The three to five adjectives a design, sentence, or experience must satisfy before it can honestly feel like your brand.
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What it is
Brand attributes are the small set of adjectives every expression of the brand must earn. 'Precise, warm, and restless' is useful because a designer can test a typeface, photograph, sentence, or animation against it. 'Good, innovative, and quality' is not useful because no sensible brand would choose their opposites.
Reach for attributes before choosing colors, type, voice, or imagery. Keep the list to three to five, define what each word means here, name what it does not mean, and attach visible evidence. If 'confident' means short sentences and high-contrast type, write that down.
Gotcha: the words often describe the company people wish they had, not the one customers meet. Check them against interviews and existing behavior. Attributes should narrow a decision; if every option can be explained as 'bold,' the attribute is decorative.
Ask AI for it
Create a one-page brand attribute decision filter in Figma for [BRAND] using [POSITIONING], [AUDIENCE RESEARCH], [CUSTOMER QUOTES], and [CURRENT BRAND EXAMPLES]. Select three to five specific adjectives. For each, write a plain definition, its opposite, three visible or verbal behaviors, and one pass/fail question. Build one card per attribute as a Figma component and arrange the cards with Auto Layout. Finish by scoring [DESIGN OR COPY OPTIONS] against every attribute on a 1-to-5 scale, citing supplied evidence for each score.