It's our job — all of us as keepers of the brand — to make sure that all of our communications are consistent with the following brand personality traits. At the very least, it's up to each of us to ensure that our communications do not conflict with the traits.
Think of a friend or family member. Now pick five words that best sum up his or her personality. Those are the “personality traits” you’ve assigned that person. Our brand personality traits describe how we want our customers to perceive our company.