Creating Your Brand Triangle: Rational Attributes

Zach Vanasse | November 12, 2020


In our fifth video in the Bannikin Branding & Storytelling series examining how you can make your brand work for you, Zach Vanasse, our manager of creative & branding, takes a look at the foundation of your brand triangle; the rational attributes.


In our last video, we looked at the need to use the right tools in order to have your brand work most effectively for you. The first tool we look at in detail is the brand triangle (or pyramid). It’s simply a framework identifying the fundamental elements that make up your brand.

Each level builds off the previous, culminating in your brand essence at the top (your brand’s true north). In order to get there, you have to start by taking an inventory of all rational attributes. We define a brand’s rational attributes as anything your brand “owns” that is either tangible or quantifiable. Having a comprehensive inventory of the rational attributes that contribute to the tourism branding allows you to map out and connect those tangible or quantifiable branding assets that best serve your messaging.

Creating Differentiation

In this video, we use some of Bannikin’s own rational attributes to illustrate what constitutes a rational attribute and highlight how you can use your own list to start creating meaningful differentiation from your competitors.

Questions or comments about branding? Let’s chat! E-mail Zach at

Bannikin Branding Videos

Video 1: What is a brand?
Video 2: What makes a brand?
Video 3: The importance of branding guidelines
Video 4: The right tools
Video 5: The brand triangle: rational attributes
Video 6: The brand triangle: emotional benefits
Video 7: The brand triangle: brand persona
Video 8: The brand triangle: UPS/UBS
Video 9: The brand triangle: The brand promise
Video 10: How to create buyer personas
Video 11: Why storytelling matters
Video 12: Finding your brand voice
Video 13: The value of workshops