This might be my favorite page in the brand books I craft with clients. This is where we take the bones of the brand and put the skin on. This is where the brand becomes a person itself and takes on a life separate from its founder. When you are the founder of a business it's so easy to make your brand a mirror image of yourself, your preferences, and your own communication style. However, this brand has personhood of its own and the persona section is where we introduce that person to the reader. I run a brand archetypes workshop with my clients to craft this section with them. It's so much fun.