Shape
Brand Personality
The consistent character of a brand, shown through its voice, visuals and behavior.
What is Brand Personality?
The consistent character of a brand, shown through its voice, visuals and behavior.
What you learn
A brand’s voice must hold up when things go wrong.
When it helps
the product and the marketing feel like different companies, or the tone keeps changing.
Use it at work
- Describe the brand’s character in three traits.
- Write how each trait sounds in good news and bad news.
- Write examples for the hardest moments: errors, delays and refunds.
- Check new work against the examples.
Your output
Read your product’s five most common error messages aloud. Rewrite any that don’t sound like your brand or don’t help.
Watch for
Keeping the brand voice for marketing and going cold or jokey when something fails.
Related practices
Sources
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