Creativity Now, 2nd Edition

Give it a personality

THE PRINCIPLE

Whatever you create will have a personality – make sure it’s the one you want

Your brand is simply the impression people have when they think of your product or service. Every brand has a personality, for instance:

Apple = cool and sexy

Tesco = good value

Harrods = posh

You need to think about your project’s personality while you are creating it. The personality needs to be an intrinsic part of it, not something that marketers and advertisers tack on later, whether or not it really fits.

When the American company Dave’s Gourmet created a line of spicy sauces, they decided to go for the extreme. They concocted ...