In this author's employment experience with a municipal land-use planning consulting company, the brand personality was one of sincerity. When seeking to attract and retain clients, this author's previous employer would strive to develop relationships based on common connections and experiences. As a consulting company that specialized in working with small, rural municipalities, this author's previous employer located their offices in rural communities and hired staff that were from predominantly rural backgrounds, to portray a relatable image to the target market. Messaging from this consulting firm to prospective clients was that of understanding, humility, having practical expertise, and being a no-frills and straightforward option for land use planning advice