NoviceBrand attributes are chosen which are basic or generic. They don’t create a strong sense of personality or brand unique to this product, or they are simply inappropriate to the product.
CompetentBrand attributes are specific and appropriate to the product, and some thought has been given to make these strong, rather than generic, choices.
ProficientBrand is well-defined and differentiated within its market.
ExpertMultiple brand positionings have been considered, with clear reasoning for the chosen direction in consideration of the market, business strategy, and user expectations.