Why Your Brand Must Have A Split Personality


Many branding experts will tell you that to build a strong brand, you need to be consistent.

True enough.

But consistent does not mean the same.

Just as each of your customers has different personalities, so too must your brand.

We don’t behave the same way around our kids, as we do around our bosses.

Our personalities adapt according to the situation and environment we are in.

That doesn’t make us any less genuine. It’s just the human dynamic.

Brands need to resonate with people. Thus, that same human dynamic applies to brands too.

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