Consumers prefer brands they connect with on a personal level. One way to connect is making a brand feel more humanlike. Not tricking consumers into thinking a brand is actually a person (unless it is a person), but applying human characteristics for the sake of sharing benefits with those who appreciate them most. A well-crafted brand personality provides a guide for all communications to deliver compelling, emotionally-charged messages. Logos, colors, taglines, and other trademarked assets provide consistent cues for a brand. Consistency is necessary when developing trust; however, flexibility allows messages to be adapted to every application, giving the…