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Brand Attributes

Also known as core values, brand attributes represents the essence of the brand. Brand attributes are a set of characteristics that identify the physical, character and personality traits of the brand, similar to the attributes that allow us to consistently identify individuals.


  • Approachable, friendly, helpful, gracious, sincere
  • Collaborative, cooperative, unified
  • Smart, resourceful, adept, capable
  • Limitless, infinite, unfettered

The New Midwest

  • Practical, realistic, sensible
  • Focused, thoughtful, passionate
  • Hard-working, determined, resolute
  • Surprising, bold, courageous
  • Modest, prudent, unpretentious

Lifelong Family

  • Loyal, steadfast, spirited
  • Accountable, conscientious, sensible
  • Encouraging, supportive, hopeful

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