How to create a consistent yet dynamic brand personality

Advises on how a brand can optimise its brand identity by being consistent yet dynamic.

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Need to know

  • Humans are wired to feel connected to others when they find interests, traits or experiences in common. The relationship between self-congruity and consumer behavior has been increasingly considered in brand strategy; the desired result of brand loyalty has long been considered critical to a brand’s bottom line.
  • A well-developed brand personality gives marketers, strategists, content creators and creatives the autonomy to mix genres, inspiration and references in their work, all while colouring within the brand’s lines.
  • It effectively steers...
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