People believe in a company that is consistent in everything they do. This is the basis for Keathley Advertising's dynamic approach to branding. If your brand is consistently applied to every piece of company communication, it will build and maintain a powerful message that ultimately creates valuable equity in your brand. In the creative process, the look, feel and voice of your brand is determined by the following three considerations: Positioning: This is your distinctive advantage. It is the one thing your customer wants that no one else is perceived to have. Personality: If your brand were a person, what personality characteristics would it have? Tone: This is the emotion of your brand, a consistent driving force that powers a memorable impression.