Personality matters whether you’re a big brand or a small personal brand. A big brand has a collective personality that should shine through it’s culture & dictate it’s marketing, whereas a personal brand focuses on that specific person & their own personality. Whatever you do, don’t be boring or act as a faceless entity. You should use personality to better connect with your audience & come across as authentic & exciting. You will attract more people with a similar personality which is a great incentive.
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