You've got them written up on the wall, on your mousepad, emblazoned across your screen or maybe even in your reception. They are, of course, your brand values, and they provide the basis for your marketing efforts – hence their importance. Brand values and personality define what your brand stands for and the response you want it to evoke. Communications from your brand might not always convey the intended personality or be consistent across even a small selection of brand touchpoints. We're often asked to test communications and assess brand perceptions, addressing things like their relevance, distinctiveness, alignment and consistency across different touchpoints like websites, promotions, ads, products and services.