Personality – DNA
Organization’s Personality vs Brand
An organization’s personality refers to the set of values, beliefs, cultures, and behaviors that define how the organization acts, interacts, and behaves on a daily basis. It’s like the organization has its own soul or character. This includes aspects such as:
- Mission and vision: Why the organization exists and what it aims to accomplish.
- Values: What’s important to the organization, how it treats its employees, customers, and the community.
- Internal culture: How relationships are formed and how decisions are made within the organization.
- Behavior of the organization in response to external events, crises, or opportunities.
It can be seen as the DNA of the organization: what defines it from the inside out and influences all of its aspects.
On the other hand, a brand is often perceived as the public image or perceived identity of the organization. It consists of visual elements (logo, colors, typography), marketing tone, messages, products/services, and the way the company presents itself to its customers and the public. A brand is what people see and feel when they interact with the company. The brand encompasses:
- Logo and design: The company’s visual appearance.
- Marketing communication: The tone, style of communication, and messages sent to the public.
- Customer experience: How the public perceives their interaction with the products/services (quality, accessibility, customer service).
- Emotional associations that people have with the company.
The brand is thus the external representation of the organization, built through experiences and impressions.
Although closely related, they are not exactly the same: the organization’s personality influences the brand, but the brand is also shaped by external elements such as public perception, customer interactions, and communication strategies.
Ideally, the organization’s personality and its brand should be aligned. A company that values transparency and trust should reflect this in both its internal actions (personality) and in how it communicates with the public (brand). If an organization presents a certain brand image that doesn’t align with its internal values or actual behavior, it can create dissonance and damage the brand’s credibility. For example, if a company promotes eco-responsibility but its internal practices are polluting, the brand will suffer from this inconsistency.
Ideally, the organization’s personality and its brand should be aligned.
A company that values transparency and trust should reflect this in both its internal actions (personality) and in how it communicates with the public (brand).
Organisation’s Personality in ContentCrea
Content marketing should reflect your company or brand’s DNA. That’s why, from the moment you onboard, we analyze it based on the information you’ve shared with us. We use six dimensions to define your communication and organizational posture. For each one, you are positioned along a spectrum between two opposing poles:
These indicators are key, as they influence your brand voice, associated tones, writing style, and preferred content formats.
| Far Left Position | Balanced Position | Far Right Position | |
|---|---|---|---|
| Formal – Informal | Institutional communication, formal tone, strict codes | Professional but accessible tone | Casual tone, use of humor and first-name basis |
| Structured – Flexible | Highly structured processes, little room for improvisation | Organized with occasional flexibility | Constant adaptability, minimal formal hierarchy |
| Introverted – Extraverted | Low-profile communication, limited public presence | Targeted and controlled communication | Dynamic messaging, strong social media presence |
| Cold – Warm | Distant client relationships, neutral tone | Personalized but professional client relationships | Close, empathetic, human storytelling commonly used |
| Traditional – Innovative | Classic products/methods, limited industry monitoring | Some innovation without disruption | Constant innovation, beta-testing new solutions |
| Individualistic – Collaborative | Decisions made solely by leadership | Frequent exchanges within a hierarchical structure | Collective decision-making, emphasis on shared intelligence |
3 Sample Organizational Profiles
Your organization’s personality matters because it defines how you present yourself to your audience through your content. Naturally, it can evolve over time. You’ll be able to adjust these parameters as your business grows or your strategy shifts.
We encourage you to review the scores we assigned to each dimension.
Feel free to move the sliders to fine-tune our recommendation.