These are the key features and emotional benefits that differentiate the brand. The Drivers make our products relevant to our target customer. They articulate our competitive strengths and guide our communication priorities.
The Character is the brand’s personality, defined in human terms. Our personality shapes the look, feel, voice and tone of messaging, communication and product design.
This is how the brand speaks to audiences. The voice could be playful, serious, authoritative or full of attitude. Brand Voice defines how language is used in all messaging.
This is the visual reflection of the Brand Personality. These emotional descriptors guide the tone of our messaging, the design of the products and the look of all marketing materials.