Does your brand reflect your company's personality? Traditional or cutting edge, elegant or hip, friendly or corporate—the list is as long as the types of companies. Are your communications consistent and integrated? If you're branding your business, launching a product or revamping your site and don't plan the messages sent by your web and print communications, you can end up with a brand personality by default—generic or confusing or just not who you are. This is not the best way to reach your audience.