There’s no denying the importance of an email list. It’s an ownable property not subject to the whims of external platform conglomerates. The opportunity to develop relationships and deliver messaging is undisputed.

However, there’s another list that is inherently more powerful but yet flies under the radar of the majority of marketers.

It’s the simple list of your brand attributes.

Your brand attributes promise the most direct and reliable tool for consistently communicating your values, positioning and key messages.

Can you name the top 3 or 5 attributes you value most highly? If yes, communicate them broadly within your company, or simply post them somewhere visible for yourself to see often.

A simple, carefully considered, list of brand attributes can be a surprisingly powerful tool in reminding everyone of what is truly important, and how best to communicate it. It’s the original list that every other list, and strategy, should spring from.