“Regulatory” refers to the compliance with current federal, state, local, industrial, or professional requirements for disclosure, certifications, and references.

Regulatory attributes directly speak to your products’ and services’ compliance. Rather than being open-ended and based in emotions and/or presentation, regulatory represents a cut-and-dried element: Is the product or service legal, and is it being used and/or presented in an approved manner? 

Regulatory is potentially make-or-break for your company, as a non-compliant product or service can tarnish your brand perception and lead to both quantitative and qualitative troubles. Meanwhile, strong and compliant regulatory shows your company is tuned in, aware, and equipped to fairly compete in its space. 

References

https://www.merriam-webster.com/dictionary/branding

https://en.wikipedia.org/wiki/Branding

https://www.ama.org/topics/branding/