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How to Create a Brand Strategy Part 3: Developing the Personality and Look of the Brand

The brand personality is a description of the brand, expressed in two to four adjectives, as if it were a person, such as friendly, bold, smart or confident. The personality is used to shape the tone and voice for all brand communication, including advertisements, packaging and the brand name. Brand execution is the material components of a brand – logos, colors, fonts, the ‘look and feel’ – that differentiate a brand in the mind of the audience. Execution is designed to take the product, service or behavior, and create a desired image and perception around it. The executional elements should complement the brand positioning and personality. Developing the executional elements is the last step in developing a brand strategy.