Brand Development & Identity
Personality
In a study on brand personality, Stanford professor and psychologist Jennifer Aaker found that five characteristics play a role in a brand’s personality.
While brands can sometimes combine traits, mostly their “personality” is focused on one. For example, a sports team would identify with “ruggedness,” while an accounting firm might aim for “competence.”
What’s your personality?
Visual Identity

Brand Message
A one or two line message that sums up who you are and what you want to achieve. Often used as a tag line such as “All the news that’s fit to print.”
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