Brand attributes are characteristics that the audience sees as an inherent part of a brand. They define how a brand looks and feels to its audience. Think of them as personality traits. The following scale summarizes our brand style attributes. This scale can be used as a reference for everything from copy writing, to social media posts, to app updates. You may wish to emphasize certain attributes or play to one end of the style range depending on the purpose or audience of the content you are creating.