We use these “traits” to ensure that our tone of voice is consistent and appropriate for the specific audience. In other words, one of Hologic’s personality traits is innovative, but you might express it differently when writing for everyday people versus our sales team versus other healthcare professionals.
Ultimately, the perception our various stakeholders have of the Hologic brand is driven by how we express ourselves through our brand personality.
We define our personality because if we don’t, others will do it for us. And, while it is impossible to create a comprehensive list of words that describe our brand personality, some of the most important ones are easy to identify and define.