Brand Personality, Brand Definition, Brand Refinement
At first glance, the challenge facing brands today appears to be one of amplification – in a crowded marketplace, whoever shouts loudest gets the attention. Yet a simple analysis will reveal that the correlation between volume and outcome seems tenuous at best.
Rather than turning up the volume to 11 and acting as the gatekeeper for all brand communication, the focus should be on creating a high level of consistency of perception around the brand identity. In other words, developing a brand with a clear, identifiable personality.