[MUSIC] So we've come to this point where we want to analyze the brand personality, and we want to also look at our strategy for our campaign, right? Now, you might think, what is really the difference between brand personality and strategy? When we're talking about the brand, we're talking about something that's very long-term that's not going to change over time. Whereas the strategy is something that you might come up with every year or two years, change your strategy, change the tactics. So it's something that is more fluid, right? So how do we look at the brand personality? First of all, there are some companies that have already done this kind of analysis, that really know what their brand is about. They have a very specific brand, they have brand guidelines, they have details about what the brand stands for. They already know the brand very well. In some cases, especially with small and medium-sized companies, they may never have gone through this process, and therefore, they may not know yet. So let's assume for the moment that we don't have access to that information, right? Let's assume that we're working with a small or medium-sized business that has never done this kind of research, right? Or the other possibility is that you just decide that you want to go through this process, because it's going to help you come up with your own strategy, and your own concepts for your campaign. So what we want to do is we want to look at the history of the brand in terms of past campaigns, in terms of the look and feel of those campaigns. That will begin to give us some clues. We can also study social media, and we can look at how is the brand represented on social media? What are the kinds of words that are associated with the brand? What do the customers, when you look online, for example, and you see what customers are writing about the brand, what is it they say about the brand? What kind of language do they use? So all of these things are going to help us to analyze the brand personality. So what we're going to do is we're going to create this brand personality statement where we're going to look at all the different brand traits, and we're going to identify each of those brand traits. And then from that, we're going to begin to create our concepts, and also, the look and feel that we want to communicate. Now, you might ask, where can I draw my inspiration? The answer is that you can draw your inspiration from almost anywhere. What that means is that with your Q&A with your client, online, past campaigns, all of this is going to give us all of these information. So we're going to begin to see not only what is the internal brand about. In other words, how does the company see itself? We're also going to begin to understand what the external perception of our brand is and how people perceive it from the outside.