Having a brand without personality is like finding a shell on the beach. Sure, it's beautiful and you might want to look at it for a while - maybe even take it home - but, there's no living, breathing thing inside of it. Compare that to the experience of finding a shell with a hermit crab living inside of it, and suddenly you have a completely different experience.
As a business owner, you have all the power in deciding what your brand's personality looks like. While it can seem like an overwhelming responsibility at first, with the right strategy and tools in hand, it can turn into an exciting opportunity.