MAD Brand Creation Document

PERSONA

A strategic representation of your brand as if it were a person. It should embody the character, tone, values, and personality traits that the brand consistently communicates across all touch points. This persona helps guide how the brand speaks, behaves, and connects with its audience, ensuring consistency and emotional resonance. When rebranding, you’re not just changing a logo or color palette - you’re redefining how your audience perceives you.

Your brand persona snapshot should be:

• Authentic to your mission and values • Aligned with your target audience’s expectations • Consistent across all channels and experiences

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT