This exercise helps to identify our brand's personality, tone of voice, and where it sits in relation to our competitors.
It presents a series of personality traits or attributes on a sliding scale, where we can adjust the sliders to indicate the extent to which each trait aligns with our brand's identity.
This allows us to tailor our messaging and marketing strategies to resonate with our target audiences. For instance, a brand targeting a younger, more adventurous audience might emphasize traits like Playful and Maverick, while a more conservative brand might tend toward attributes such as 'Authoritative' and 'Conventional'.
Discuss and reach consensus as to where we sit on each of the scales for the respective categories under voice, visual, and identity
Consider duplicating the canvas and filling it out for a key competitor to identify brand differentiations
Some practical applications of this exercise include
Providing to creatives as a guide to our brand personality
Creating a proprietary branded version for our style guide
Using as a reference for marketing communications
