- Brand identity is the totality of human characteristics that are attributed to a brand.
“Companies must accurately define their brand identity so that it resonates with the right consumers.
- The brand of the company should be aimed at causing a positive emotional response from the target consumer segment.
- The personal side of brand personality is very important, especially in the digital age of artificial intelligence and automation.
- Don’t confuse brand personality with an image made up of the company’s creative assets.