If your brand was a personality, how would he/she behave? What would he/she look like and what would be his/her name be? Build this persona in detail. Your target audience is, or wants to be this person. Paint a clear picture of your brand through the variety of touch points that mean the most to your audience. Its a chance to elevate your product/service from an innate ‘thing’, into a story people can connect with. People connect with feeling, not features.
You can look at your brand’s personality as if its the first initial meeting, once they like you, they will start to invest into the narrative that forms your brand. Like getting to know anyone, there are instinctual hoops one needs to go through and brand personality is the first of many.