@richardfried, thanks for reading my post and for trying the exercise. The 3 personalities are meant to be attributes for your brand. A good example would be if you were about power, you might choose Superman as a personification, if you ant your brand to be thought of as philanthropic, perhaps Bono, these people can help you begin to tell the story of your brand TO YOU. Sometimes my clients don't know what they are selling. Building a brand is not easy, many think its matter of a cool logo and a tag line, that' the furthest from the truth. Go ahead and give your law firm personality traits that you think represent it. Then see if you have been advertising it this way.