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Imagine two (fictional) soft drinks. InfernoEnergy features flames on its label, contains 180 mg of caffeine, and fluorescent liquid in the. ZenWellness has a label that is shaped like a sunset. contains reishi mushroom powder, and describes itself as a functional wellness beverage.

InfernoEnergy is a favorite among students at colleges and is sold in convenience stores for $4. ZenWellness has a cult following of yogis and wellness influential people, retails for $7 per bottle It also generates the bulk of its sales through limited public announcements on social media.

Two drinks that are exemplary of the ways that brand identity determines market positioning. InfernoEnergy exudes excitement and intensity, while ZenWellness embodies calm and health-consciousness. Their distinct personalities allow the brands to compete at diverse prices and appeal to certain audiences.

In this article, we'll show you how to build a personality for your brand which is genuine, engaging and uniquely yours.