Like individual members of a boy band, brands should have their own unique personalities. Is your brand the cool one? The funny one? Or maybe it’s the rugged one that’s surprisingly sensitive? When brands create a defined personality that sets them apart, we’re drawn to the ones we find most appealing or match our own personality. But instead of hanging their posters on our walls, we surround ourselves with their products.

Strong brands are more than just an identifiable logo or memorable tagline. Looking deeper, their positioning sets the foundation in developing their own perspective and becoming a meaningful part of culture embraced by a brand’s employees and their target audience.

Is there ever a cloudy day in the world of branding. Do things ever go wrong? Yes, they do.