Brand Personality
Definition
A deliberate strategic decision about the traits your brand will consistently express. It defines how the brand should act and feel at a high level, providing direction for tone and behaviour. It is often articulated using archetypes, but archetypes are simply one viable method of many.
Why it matters
Many people and partners create on behalf of a brand. Without a clearly defined personality, expression becomes diluted or inconsistent. It provides a lens to judge what is and isn’t on brand. In competitive markets where products and features are similar, tone and character are often what separate one brand from another.
How it connects
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The framework
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Inputs & outputs
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Examples
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Common pitfalls
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Further reading
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