Aligning your association’s character, conduct, and conversation
I watched a whole DVD of Bugs Bunny cartoons over the holiday break. Yes, I still love the classic Looney Toons, and even though I practically know all the lines and gags by heart, I still laugh at Bugsy’s antics.
But it struck me how different his personality—his brand—is from Mickey Mouse. Bugs is irreverent and vindictive. He seeks revenge (“Of course you know, this means war") and has no problem shoving Daffy Duck into a stove with a stick of dynamite. And he’s hilarious doing it. 
Mickey, on the other hand, is everyone’s friend. He’s gentle, kind, and caring. You would never see Mickey Mouse poke Goofy in the eyes or blast away at Donald Duck with a shotgun.
That’s because back in the early 1930s—long before the term “brand” or “branding” was even in the business lexicon—Walt Disney was the devoted guardian of Mickey's integrity, his personal brand. According to author Bob Thomas in Walt Disney, An American Original, “Many times in story conferences he said, ‘Mickey wouldn't do that.’ He had an unerring sense of when the gag men were going too far, when they were reaching for comedy business which would perhaps draw bellylaughs but would be at variance with the naturalness of Mickey's character. That is why Mickey Mouse captured the world's affection as had no other cartoon character: he remained himself, an enormously likeable figure.”
So it is when branding your association. First, position yourself against the competition. If Mickey is a “nice guy”, be the opposite. Bugsy is mocking and impertinent.
Then, be consistent! Make sure your character (who you are), your conduct (how you act), and your conversation (your marketing messages) are all in alignment.
The best part about branding is there is no right answer. Both Mickey and Bugsy were wildly popular with audiences decades ago and both continue to be cartoon icons today. Positioning and consistency. The mouse and the rabbit do it well!