“More than likely, your brand personality already exists in the minds of others. So it may be worth testing to see how you are perceived. If you have employees, that’s a great place to start. Visit [this page] to download the Brand Personality Worksheet. Hand it out to your employees and have them plot how they perceive your company.

Every sheet should come back identical. If they vary, you have work to do.

— chapter 12, page 59