Business or individual, having a distinctive personality is important. But it must be relevant to your target market, these are the people you need to be appealing to. To create the brand personality you need to be consistent in your messaging and design so that you can constantly reinforce your positioning and promise. This has to happen at every touchpoint.
Your brand needs to demonstrate the value that you and or your business provides for the market, and how that value is created. The best advice I can give you at this point is to make sure you have all your ducks in a row before you start. Get the Cadence right, get the Communication right in terms of tone and content and then:
“Become obsessive about your brand values and personality, be obsessive about the look and feel of your brand in all that you do. I mean it, i want you to obsess!”
Creating this distinctive personality is very important, making it appropriate to the audience is equally important. Consistent messaging and design helps to reinforce your position and promise, a repetition, I know, but it is worth saying twice!