Six facets of a brand identity prism – personality, culture, relationship reflection and self image also physic. So in case of a service brand what will be the physique?
There's no prison. You shouldn't have a box to fill in on personality. Maybe personality is helpful to you. Maybe it's not.
You should ask the question - What do you want your brand to represent? Not what personality should it have? It's that it's the wrong approach in my opinion. And so I have two fundamental philosophies. One it's brand is not a three word phrase. It's multidimensional. And two it's not a fill in the box model you can have anything. It's your brand your context and your time. And so don't use a model that forces you to fill in the box.