Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course, for people it’s intuitive and it’s rare that you even consider what your own character is, but when you’re building a brand it’s vital to have that understanding.
So, how do you find that character in the first place? By taking some time to define just what is going on there, you’ll be closer to finding what your brand is defined as. What does it believe in, what is its purpose and who are its brand heroes? How do you know that you’re sticking on brand and how can you find ways to establish your brand that doesn’t make things more stressful or anxiety-inducing than it may already be? These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
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