Whether you recognize it or not, your business has a brand personality. The big question is, is it the one that you want?

Brand personality is essentially the attributes one would ascribe to your brand if it were a human being. And just like people, a brand’s personality traits affect how that brand connects with the world around them.

For most small businesses it is difficult, and probably meaningless, to distinguish brand personality from that of the overall company - unlike large corporations who likely have a unique brand personality for each of their product lines or subsidiaries.