Whether yours is a big national or small local brand, and to the extent that you have a clear definition of your brand character, customers, prospects and employees will relate better to what you’re all about. Shown in this infographic are twelve character types. Use this chart as a starting point to define what your brand stands for. It’s always best to find a single characterization that defines your brand, but oftentimes a blending of two or possibly three character types is needed. At the very least, this chart is meant to stimulate your thinking. Don’t be afraid to invent your own character type, just make sure your state the necessary details that clearly set you apart from your competitors. Above all, it is important to demonstrate this characterization constantly across everything you do.