As the definition of brand personality states, a set of human characteristics that are attributed to a brand name. But the real question is, how to we make our brand personality stand out from our competitors? Like anything with marketing, you should test and optimize your visual elements until you land on one that truly resonates with your ideal customers. Once you have the visual component solidified, document your style guide within your company’s processes. Should you ever need to bring on new designers, this will be key in ensuring nothing gets missed as you move forward. With all aspects of marketing, you must remember to put strategy first. It is the backbone of everything that you do. If you can get that in place, creating the visual elements will be much easier because you’ll truly know who your business is, what it represents, and who you want to attract. That, to me, sounds like a recipe for success.