A brand personality mission, values, and narrative
What emotions and personality did we want for the brand?
Clearly with a name like Polar Capital, the 'Explorer' archetype is an obvious persona.
Running a workshop with the senior team on their mission and values, exploring the subtle aspects of their personality was important to ensure the brand didn't become a cliche.
We examined what was needed to reach the top: Entrepreneurial Spirit, Thouroughbred Performance, Innovation and Working as a Team.
Key to this was the entrepreneurial spirit as captured in the quote by Ryan Lilly: