Style helps you determine if the brand is compatible with your own sense of self. Whether we like the style of a brand or not is essential in determining the kind of relationship we will have, at least initially. While sales based on physical attributes rely on convenience, performance or perception of value, style adds the first step of emotional involvement, an incentive to take a good look at the product. If the consumer likes the style, he will look at a product a little closer. Character is what exists when you are confident that you can anticipate a person's or a brand's actions even when it faces a situation you've never seen it face before.
Character is based on the observer's understanding of the brand's values.
It is the base on which long-term relationships are built. Assessing someone else's character is based on personal observation. Communicating character takes time . While physical attributes take fractions of a second, and style a few minutes to impress, character takes time to discover. It is only after we form our own assessment that we may be impressed.