Most Important Qualities for Brands

I have posted one or two articles on the brand personality attributes that organizations most often choose for their brands. In this article, I will share the qualities that I believe are most important for brands to possess. I am basing this on the qualities that people seek most in others. I think this is highly relevant because brands are the personifications of organizations and their products and services. By definition, brands take on and express human qualities. So why shouldn't brands take on the qualities that people admire the most in themselves and other people? 

Let's get started. Here are the qualities people most often mention that they look for in friends:

• Trustworthy
• Honest
• Dependable
• Empathetic
• Non-judgmental
• Forgiving
• A good listener
• Generous
• Sense of humor
• Fun to be around

And here are the qualities that they seek out in life partners:

• Trustworthy
• Honest
• Sense of humor
• Reliable
• Fun to be around
• Shared values
• Compatibility
• Mutual respect
• Forgiving
• Intelligent
• Hard working

Here are the qualities people seek out in leaders:

• Honest
• Possessing integrity
• Confidence
• Positive attitude
• Inspirational
• Accountable/takes responsibility
• Creative/innovative
• Empathetic
• Sense of humor
• A good listener
• Decisive

Here are why people love dogs and sometimes prefer them to other people (ok, I know dogs are not people):

• Affectionate
• Loyal
• Uncritical/don't judge
• Unconditional love
• Exercise partner
• Reliable
• No hidden motives

And here are the qualities that people seek for themselves:

• Being a good person
• Competent
• Respected
• Wise
• Smart
• Trustworthy
• Kind
• Loyal
• Helpful
• Compassionate

Do you notice similarities between these lists? Here are the qualities that they have in common:

• Trustworthy
• Honest
• Dependable
• Sense of humor
• Fun to be around
• A good listener
• Empathetic
• Kind/generous
• Non-judgmental 
• Forgiving

As you are thinking about a persona for your brand, consider these qualities.