Either one can be OK, it just depends who your market is and what you are selling. All brands have personalities. Think of your brand as a person you are introducing to a single friend. Communicate the brand’s behavioral ways, human attributes, and interesting characteristics (aggressive, fun, smart, confident . . .)
Select the most driving personality adjectives concerning your brand. Share this list with your marketing team. Embrace actions that reinforce this persona.
Victoria’s Secret: animal sexy | Geek Squad: so nerdy, they are cool.
Without a clear brand personality, your brand will be just another washed up wallflower.
What’s your brand’s personality?