The Step-13 is to define your brand’s Personality.
Just like humans, brands too have a personality of their own! A brand personality is a set of characteristics (rather human characteristics) attributed to its name and to which its customers relate.
These brand characteristics or traits should elicit an emotional response in the minds of its target consumer group which in turn should incite a positive call for action benefitting the organisation.
Hence, an organisation should accurately define its brand personality such that it resonates with its target customer groups at all times.