We get to know these pieces of fiction so well that we could weep if they were unwell or celebrate if they were victorious. What is far more important is for a consistent personality to emerge in every word and graphic used to communicate the brand. And that consistent personality can't emerge unless the key characteristics of that personality have been clearly documented. This is possibly the most difficult question to answer. It gets easier if you have clear answers to questions two and three.
Every strong brand has an analogy or visual metaphor that captures the magnetism of that brand.
But just to emphasize, the branding idea need not be a personification. Now, consider if you have a branding idea as strong as Lufthansa's, one that immediately signals what you are really selling or your desired brand persona or better still, both. If you want your banners to sell better, visit BannerTips. Save time and effort when you have to create your next banner. If its time to start selling products on your Web site, award-winning FREE MerchantWorks tools and info can help you get there fast.