Thursday, October 12, 2006

The Importance of Brand Personality

One important component of “branding” is establishing visual standards for a brand—colors, logos, treatments. But also critical to brand development, and oven overlooked is the brand personality. Brand personality encompasses brand voice and brand characteristics. Often, voice and characteristics are overlooked, but brand development should begin with the critical elements. By first defining the voice and capturing descriptive terms that summarize the characteristics, you can guide the visual development so that the result is a more cohesive portrayal of your brand. Every brand development team should include one or more creative writers who can lead this development and capture the thinking that results. By developing the entire brand personality, including voice, characteristics and visual treatment your brand will possess a strong character that will provide solid direction to future branding efforts.

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