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Later, Jerome McCarthy took the 12 parts of Borden ’s marketing mix and streamlined them into 4 high-level categories, which came to be generally recognized as The 4Ps. This model came to enjoy widespread recognition as an important part of advertising theory and is taught to marketing students the world over. You can communicate brand character through tone of voice, visuals, customer support insurance policies, and even the way you deal with your workers. The Five Dimensions of Brand Personality by Jennifer Aaker is a broadly used framework to describe and measure the “personality” of a model in five core dimensions, every divided into a set of sides. Asking yourself these types of questions will help you set up the human traits of your model. This is necessary as a result of your customer could then be in a position to relate to those traits, therefore constructing an emotional connection between your brand and your customer.