a. Presentation: visual ideas about style, color, light etc. // young, gender neutral, new
b. Tone: communication-related adjectives. // serious, trustworthy, confident
c. Personality: human like attributes. // experimental, curious, reliable
d. Values: abstract notions that are unique to your company’s mission // collaborative, honest, committed.
Examples of household brand personalities:
a. REI: Outdoors lover
b. Target: Bold
c. Whole Foods: Earthy/Peaceful
a. Wordmark: text-only logo (FedEx, Coca-Cola)
b. Combination mark: type in combination with imagery (Starbucks, MasterCard)
c. Icon only: no text. This is better once you’re brand becomes more established (Nike)
Stickers, signage, labels, apparel, hang tags, web, etc.