Brand personality is vital. It can be one of the most differentiating parts of a brand. It is the guidance for the visual identity. And it is more forward than ever in the age of social media and hypercommunication for brands. We talk about what brand personality is and how to develop it (including a starting exercise). Then we talk to Cynthia Murnane, a heavy hitter visual strategist, who has developed brands from BP and Charles Schwab to cultural institutions like the Henry Ford Museum and the Smithsonian Museum of Art.