Why Your Brand Needs to Identify a Brand Character

It’ll help consumers recognize your organization as more trustworthy

A brand archetype wheel listing various personality traits.
Brand archetype wheels lay out various traits and show how they relate to different characteristics. Map & Fire (https://mapandfire.com)

We’ve all heard trust is the foundation of any good relationship, whether in a friendship, a marriage or between coworkers. The same is true for building a company’s brand and the relationship between a company and the customer. Identifying a brand character establishes this brand trust by allowing immediate infusion of trust cues from a familiar (and trustworthy) persona into messaging.

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@SamDoug3 Sam Douglass serves as director of marketing for 250ok.