It's time to assign your brand personality.
Describe your brand as if it were a person. Is it a he or a she?
Is he funny? Is she nurturing? Sarcastic or serious?
One way to start is by looking at Jennifer Aaker's brand personality chart
. Look at the factors and facets chart above and rank them from 1 to 5.
This will give a general direction for you to consider.
An even better way is to base your brand on one of the brand archetypes. When done correctly the right clients follow and the wrong ones get lost! It's win-win!