Personality
A unified voice begins with understanding the core of the PURELL® brand.
A brand personality is a set of human characteristics attributed to a brand name. Defining a personality for the PURELL® brand helps us to relate to audiences at an emotional level.
The characteristics of a brand personality are not multiple choice. They are not content pillars. Just as an individual’s personality is comprised of multiple characteristics, these qualities can’t be turned “on” and “off.”
The strength of the PURELL® brand lives in the combination of the attributes below, which should shine through, together, in every touchpoint.
Pathfinder:
The PURELL® brand breaks new ground using science and technology to advance public health.
Trustworthy:
The PURELL® brand acts with the highest expertise and integrity.
Encouraging:
The PURELL® brand inspires well-being through caring, optimism, and determination.
Picture This
While no single identity can capture the PURELL® brand personality, imagining the PURELL® brand coming to life in the form of a person is a helpful tool. Imagine a doctor entering a patient’s room with a warm, reassuring smile. The doctor is an expert in their field, with a reputation for delivering quality care and a special knack for making patients feel comfortable, with a memorable bedside manner.