I shop at Target vs. Wal-Mart because I prefer to do business with someone I connect with. From product design to store design, I like Target's personality. I like Target's commercials because they value what I value. In their "design for all " campaign, it's more about connecting with a funky fresh personality than saving ten cents on razor blades.

And even though both Target and Wal-Mart are very charitable to their communities, I connect better with the way Target tells that story. I know without looking that Target invests 5 percent of its income into their communities. I don't know what Wal-Mart does.

Or take the Mac vs. PC campaign by Apple. This a perfect example of brand personification--giving a personality to each organization. Microsoft isn't Bill Gates just like Apple isn't Steve Jobs. Yet both of these guys are representative--just like the characters in the commercials--of the personality of their organization.

When it comes to the personality of your organization, whether for-profit or non-profit, what is it like to interact with you? What is it like for you to interact with your audience?

The Personality Profile™ answers all of this and then some. It's kind of like a personality test for your organization.