What is your brand’s personality?
This may seem like an obvious question when we ask, but many clients aren’t able to communicate what their brand’s personality is.
This is important because without being able to describe the space where your brand fits in, you’ll waste time in hunting around unnecessarily to find it when you could be reinforcing and defending it. Even if you can’t define the exact street, you should know the neighbourhood or city (see our article on how this metaphor works).
The hidden dangers of ‘blanding’
A fundamental principle of brand design is the concept of ‘MAYA’, an acronym of ‘most advanced, yet acceptable’. It’s a position to define where a brand’s personality should sit that’s enough away from its competitors to be remarkable, yet close enough for those to gauge what sector you work in without too much guesswork. The ‘most advanced’ element is the notable component of the idea, as it highlights the importance of being easily memorable to maximise chance of long-term success.