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What Is A Brand-Body™?

Our framework works with the following progression of a Brand:

  1. Soul
  2. Personality
  3. Body
  • The Soul is the intelligent life, where the vital spark, emotional and ethical aspect of a Brand is held
  • Personality is the layer where the set of human characteristics and preferences of the Brand reside
  • And Body, is the physical projection of the combined Personality and Soul


The Brand-Body™ is the graphical language, symbol, on-line assets, retail space, tone of “voice,” the subjects and themes your brand speaks about, customer experience, internal business philosophy and even the qualities that team members must possess.