What is the primary benefit of using the 'Doppelganger' exercise to define brand voice?

The 'Doppelganger' exercise involves imagining your brand as a well-known personality or archetype. This creates a tangible, relatable persona that team members can easily understand and reference when creating content or communicating. This clarity ensures consistency in tone, style, and messaging across all brand touchpoints, making it a powerful internal alignment tool. While visual design, social media growth, and competitor analysis are important aspects of branding, the Doppelganger exercise's primary benefit is its ability to distill abstract brand voice concepts into an accessible, shared understanding for the entire team.