Brand Identity · Brand personality · Component
The behavioural rules
How the personality shows up in specific situations, particularly the difficult ones — because that is where adjectives stop helping.
The deliverable
What it is
Personality is only visible under pressure. Everyone is warm when things are going well; what the brand does when a customer is angry, when a deadline is missed, or when it was wrong is where the personality is actually expressed.
These rules are also what junior people rely on. They are the ones handling the situations, usually without access to whoever wrote the trait list.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The situations
The specific circumstances the rules cover.
3 attributes: Situation · Frequency · Handled by
LearnThe judgement cases
What happens when no rule applies.
3 attributes: Fallback question · Ask · Default
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Personality is only visible under pressure. Write the rules for the complaint, the mistake and the refusal.
The other components in brand personality
The traits
The chosen characteristics, each with what it is not — because a trait without its opposite constrains nothing.
LearnThe exclusions
What the brand deliberately does not do or sound like — the list that keeps the personality from expanding to cover everything.
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