In order to stand out you have to be different.

But if your product is largely similar to someone else’s then how do you differentiate yourself?

Well it’s about creating a brand personality that differs from the others.

Different agencies use different processes to define a brand’s personality.
Most models involve the brand being reduced to a small number of adjectives.
Too often the same ones!

Other agencies go even further and define the brand’s identity with a
single word or a single thought. But how rewarding and long-lasting will
the consumer’s relationship with the brand be, if the brand’s entire
being is limited to one word?

And this approach doesn’t recognise the needs of a brand that communicates
regularly with consumers in media that spans advertising
to events to online.

For all these reasons we don’t follow a reductive approach.
Instead, we approach brand building as cumulative.